MKT 320F Final Exam
Marketers can control the external environment in which their organizations operate. A True B False
B
Researchers at PPG Industries spent considerable time, effort, and money developing a bluetinted windshield that lets in filtered sunlight but blocks out the heat. No market research was done, but the scientists were convinced this new product would be significantly better than existing windshields even though it was more expensive than the current models on the market. This scenario suggests PPG most likely has a(n) orientation.
product orientation
The demand for business products may by impacted from demand for consumer products, a dynamic called .
derived demand
"One-size-fits-all" marketing is largely out of date. A True B False
A
A nationwide restaurant chain that varies its menu based on its location is an example of what kind of segmentation: A Geographic B Psychographic C Benefits D Demographic E Usage
A
All of the following are benefits of supply (value) chain management EXCEPT: A decreases cash flow. B increases flexibility of supply chain activities. C reduces supply chain costs. D key means of differentiation for a firm. E improves customer service.
A
Arizona Tea is marketed by Vultaggio & Sons. Vultaggio & Sons took a basic drink and put it into unusual bottles with elaborate designs. The wide-mouthed, long-necked bottles are now considered to be trendsetters in the new age beverage industry, and customers often buy the tea just for the bottle. The success of Arizona Tea is based on: A a product differentiation competitive advantage. B reengineering. C supply-demand curves. D a cost competitive advantage. E a heterogeneous marketing strategy.
A
Clear Channel owns hundreds of radio stations across the U.S. How do they decide what kind of music to play on a particular station? A Demographic B Geographic C Psychographic D Usage E Benefits
A
Deciding who to target is the last step in market segmentation. A True B False
A
Marketers need a thorough understanding of the laws established by the federal government, state governments, and regulatory agencies. A True B False
A
Procter & Gamble markets six different brands of laundry detergent, each targeting a different market segment. This is an example of multi-segment targeting. A True B False
A
Profits typically reach their peak during the growth stage of the product life cycle. A True B False
A
There are a number of detergents marketed under the Tide brand, including detergents with and without fabric softener, with and without bleach, with various pleasing smells, and fragrance-free formulations. These detergents are an example of Tide's: A product line. B product equity. C product mix. D mix consistency. E marketing mix.
A
Which of the following does NOT describe qualitative research? a) answers questions like why or how b) explanatory data c) open-ended questions d) used to get an in-depth understanding e) large study with a statistical sample
large study with a statistical sample
Emirates Airlines has launched premium long haul international service from many major US cities. Their advertising objective is to selectively reach business executives and upscale personal travelers throughout the U.S. An appropriate editorial environment is desired for ads promoting their highly regarded inflight service, but timing is not urgent. What major media would be the best choice for this campaign? a) outdoor b) television c) radio d) newspapers e) magazines
magazines
Patents on prescription medications give the pharmaceutical companies that own them a(n) for 20 years until the patent expires.
sustainable competitive advantage
The Nestle portfolio includes over 2000 brands, many of which are local brands sold primarily in their country of origin. For these lines of business, Nestle uses a(n):
multi-domestic strategy
On an ongoing basis, Abercrombie invites visitors to their stores to complete an online market research survey, which earns them a discount on future purchases. Suppose the data collected via this survey is (inaccurately) presented as representative of the entire universe of American teens. This would be an example of sampling error, as the researchers used a sample.
non-probability
McDonald's modifies their products slightly in foreign markets to cater to local tastes and dietary restrictions, while maintaining consistent promotion messaging globally. This is an example of .
product adaptation
Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of regular yogurt (which Yoplait also markets). This advertising highlights:
product attributes of Yoplait Greek yogurt
starting point of a firm's marketing mix is the:
product or service to be sold
In the adopter categories, the final 16 percent to adopt are similar to innovators in that they do not rely on the norms of the group but are independent because they are bound to tradition. They tend to have the lowest socioeconomic status, are suspicious of new products, and are alienated from a rapidly advancing society. They are called: A late majority. B laggards. C generics. D luddites. E decliners.
B
_____ use another manufacturer's already established channel and are used most often when the creation of marketing channel relationships may be expensive and time-consuming. A Reverse channels B Relationship channels C Strategic channel alliances D Nontraditional channelization E Multiple distribution systems
C
_____ within the marketing channel can provide efficiencies and economies of scale as channel members take on tasks that best utilize their expertise or strategic relationships. A Addressing assortment issues B Decreasing the distance between producers and customers C Specialization or Division of labor D Overcoming temporal discrepancies E Overcoming quantity discrepancies
C
________ is a form of distribution aimed at having a product available in every outlet where target customers might want to buy it. A Exclusive B Cumulative C Intensive D Aggregated E Multiple
C
All of the following are factors that affect the rate of adoption of a new product EXCEPT a) complexity of the product b) compatibility of the product c) perishability of the product d) trialability of the product e) relative advantage of the product
C, perishability of the product
A business is concerned with many day-to-day activities. Some of the most important of these activities are the planning and development of a product, its ability to communicate value, its pricing policy, and the distribution strategy. These activities are all a part of: A human resources. B a control system. C accounting. D marketing. E production.
D
A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): A web-based ethnographic group. B focus blog. C webinar. D web community. E online focus group.
D
A manufacturer of office furnishings is finding it difficult to compete with cheaper imported merchandise. Which of the following is a potential source of new product ideas that would allow it to compete more effectively? A Customers who have requested its catalogs B The company's employees C Research & Development D All of these E Its foreign competitors
D
All of the following are product characteristics influencing the rate of adoption EXCEPT: A compatibility. B observability. C relative advantage. D distribution. E complexity.
D
All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT: A previous experience with the product B perceived risk of negative consequences as a result of the purchase C financial risk associated with the product D consumer's age E social visibility of the purchased item
D
Company X sells their products exclusively to companies in the Y market. In estimating demand from their business customers, Company X must understand that this demand is actually _____________, which means that the demand for industrial products and services is driven by demand for consumer products and services. A selective demand B primary demand C secondary demand D derived demand
D
Earl is starting a new bank. Before the opening day, Earl had a meeting with all employees. He discussed their mission, defined objectives for the bank for the coming years, and shared who their target market is. He talked about their product offerings and where their future branches would be located. Earl is sharing the bank's: A hierarchical restructuring. B reengineering. C financial analysis. D marketing plan. E strategic contingency.
D
All of the following are marketing-oriented reasons for the failure of new products EXCEPT: a) underestimation of market size b) features are a poor match to customer desires c) inferior product quality d) provides no discernible benefits e) priced too high or too low
underestimation of market size
A(n) is a desirable, exclusive, and believable advertising appeal selected as the theme for an advertising campaign.
unique selling proposition
Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if a social media advertising and engagement campaign they were considering that would be targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. A predictive B historical C objective D descriptive E normative
A
Walmart realizes a _____ using its relationships with suppliers to give customers low prices and good customer service. A cost competitive advantage B marketing competitive advantage C niche competitive advantage D brand name strategy E synergistic competitive advantage
A
What are the twin pillars of marketing? A Segmentation, differentiation B Customer relationships, segmentation C Product, place D Customer relationships, promotion
A
When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) _____ for transmitting the message. A channel B receiver C encoder D decoder E sender
A
Which of the following is NOT one of the four unique elements to services? A Incoherency B Inseparability C Perishability D Intangibility E Heterogeneity
A
Willingness to pay is a way to measure demand elasticity. A True B False
A
With value-based pricing: A the firm is both customer driven and competitor driven. B increased profitability for wholesalers will increase the number of services they are willing to perform. C the firm is sales driven. D additional long-term costs to manufacturers will increase. E consumers are more concerned about price than quality.
A
_____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. A The research design B A secondary data use plan C An autonomous director D The sampling plan E The research collaborative plan
A
The main point of difference between a specialty store like A&F and a department store like Macy's is in the area of:
Assortment, with specialty stores providing a narrower line of products
A _____ is a study conducted by an organization to identify its internal strengths and weaknesses and also examine external opportunities and threats. A competitive advantage audit B situation analysis C trend analysis D marketing audit E strategic alternative selection
B
A company that wants to implement a market orientation would need to: A. do research on its customers, competitors, and markets. B. do all of the activities listed. C. establish and maintain mutually satisfying relationships with customers. D. determine how to deliver superior customer value. E. implement actions that provide value to customers.
B
A firm that wants to develop a deeper understanding of its customers may optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups. This is _____: A sales orientation. B customer relationship management. C social orientation. D customer optimization. E sales maximization.
B
Assume a firm sells 1M units of its product for $10 and has a 30% gross profit margin ($3). Cutting the price to $9.50 might stimulate unit sales by 10%. Will the assumed increase in sales volume offset the decrease in margin? A Yes, the increase in sales will offset the decrease in margin due to increased demand. B No, the increase in sales will not offset the decrease in margin. C There is no way to tell without knowing variable and fixed costs.
B
Cutting costs is the best way to maximize profitability. A True B False
B
Deciding who to target is the first step in market segmentation. A True B False
B
Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership—all information that was on hand and did not require any new research to locate. The market researcher looked at: A a statistical analysis. B secondary data. C priority databases. D primary data. E a closed study.
B
Procter & Gamble markets six different brands of laundry detergent, each targeting a different market segment. This is an example of concentrated targeting. A True B False
B
Sales typically reach their peak during the growth stage of the product life cycle. A True B False
B
Services tend to exhibit more search qualities than do tangible goods. A True B False
B
The three basic functions channel intermediaries perform are: A assorting, accumulating, and allocating. B transactional, logistical, and facilitating. C promoting, distributing, and bulk-breaking. D financing, mediating, and storing. E contacting, negotiating, and ownership.
B
Which if the following promotional messages for Scrubbing Bubbles Bathroom Cleaner focuses on consumer benefits, not product attributes? a) expands into nooks and crannies, cleaning soap scum, lifting dirt and fighting grime b) makes bathroom cleaning easier c) multi-purpose and multi-surface cleaner d) combination bathtub, shower and sink cleaner e) kills 99.9% of viruses and bacteria
B
Which marketing management philosophy focuses on the question, "What do customers want and need?" A. Sales B. Market C. Product D. Internal E. Production
B
Which of the following is not one of the stages of the product lifecycle? A Introductory stage B New product strategy stage C Maturity stage D Decline stage E Growth stage
B
_____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting. A Action-based B Ethnographic C Survey D Experiment E Visualization
B
______ is a clash of goals and/or methods that occurs between different levels in a marketing channel, most typically between the manufacturer and wholesaler or between the manufacturer and retailer. A Horizontal conflict B Vertical conflict C Channel power D Channel partnering E Arms-length relationship
B
Although many factors can influence price, the primary determinants are: A costs of manufacturing and distribution. B demand by the consumer and perceived quality. C the demand for the good and the cost to the seller. D stage of the product life cycle and costs to the consumer. E distribution and promotion strategies.
C
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: A differential competitive advantage. B competitive research. C competitive intelligence. D industrial espionage. E an audit.
C
Angela and Dominic own Cincy by the Slice pizzeria. They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook, but they are unsure of which steps to take next. Which of the following resources would best meet their needs? A A social customer relationship management system B An advanced customer database with predictive application C A listening platform with key word report capabilities D An insight platform that offers online focus group solutions E Web analytics software
C
Coca-Cola vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. Critics of these new vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n): A weakness. B strength. C threat. D opportunity. E advantage.
C
One configuration of a marketing channel entails producers selling to consumers without any intermediaries in the channel. This is called a(n): A limited distribution system. B alternative channel. C direct channel. D indirect channel. E reciprocal channel.
C
The first step in the marketing research process is to: A specify the sampling plan. B analyze the marketplace. C identify and formulate the problem/opportunity to be studied. D collect the data. E plan the research design.
C
To help understand why attendance at the team's games was so poor, the Atlanta Falcons used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in its _____ role. A objective B historical C descriptive D normative E predictive
C
Which of the following services would be most likely to exhibit strong credence qualities? A A math tutorial service B The repair of a leaky drain C Tax return preparation D Consulting services for insurance coverage
C
Which of the following statements best describes the typical target market? A. Target markets cannot be specifically defined according to age, income, or location, because these factors are continually changing. B. A target market will remain stable over time, including the same group of consumers. C. Target markets change over time as consumers drop in or out of the market, and as tastes change. D. Target markets are not strongly affected by changes in the external environment. E. Target markets only change when the features and benefits of the product offering change.
C
Why is targeting a specific group of customers usually more successful than trying to appeal to everyone? A Customer interests change B It costs less C It will satisfy the segment's specific needs D It takes less effort
C
_____ is a strategy that focuses on keeping and improving relationships with current customers. A Organization-customer synergy B Market engineering C Relationship marketing D Transactional marketing E Commitment selling
C
Innovyx is an email marketing service provider. It has a new ad campaign aimed at changing negative perceptions of email. The ads explain how much cheaper email advertising is than traditional advertising and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies wanting to promote their products give email a chance to show what it can do. This promotion has the task of: A informing. B reminding. C suppressing. D persuading. E rewarding.
D
M&M's famous slogan, "Melts in your mouth, not in your hand," is an example of a(n): A basis for comparative advertising. B promotional mix. C advertising objective. D unique selling proposition. E basis for lifestyle strategy.
D
The external environment: A does not have an impact on Fortune 500 companies. B can be controlled in much the same manner as the internal marketing mix. C cannot be influenced by marketing managers. D must be continually monitored by marketing managers. E does not change over time.
D
The first stage of the new-product development process is: A screening and concept testing B the building of a prototype C exploring opportunities D establishing the new-product strategy E developing a business analysis
D
The steps of the consumer decision-making process, in order, are: A. need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase evaluation B. information search, need positioning, evaluation of alternatives, product trial, purchase decision, postpurchase satisfaction C. need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior D. need recognition, information search, evaluation of alternatives, purchase, postpurchase behavior E. need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation
D
_____ is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits. A Satisfaction percentage B Marketing utility C Market quality D Customer value E Opportunity cost
D
A well-written positioning statement includes all of the following EXCEPT: a) competitive set b) desired action c) target d) key point of differentiation e) reasons to believe
Desired action
Leading up Abercrombie's announcement, market researchers at Abercrombie conducted three studies: - examining reasons behind the drop in sales over the past few years - gathering factual data about consumer attitudes toward the Abercrombie brand - estimating the sales impact of removing brand logos from merchandise These studies illustrate (in order) the _______, _______, and _______ roles of market research
Diagnostic descriptive Predictive
A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment. Which of the following strategies would best allow the company to accomplish this goal? A Use of product cannibalization B Contraction of the number of services offered by the utility company C Disintermediation D Adding new services to its product line E Repositioning
E
All of the following are logistics components of the supply chain EXCEPT: A warehousing and materials-handling. B production scheduling. C order processing. D inventory control. E trade promotions.
E
Americans' core value of upward mobility (i.e., success will come to anyone who works hard) has greatly influenced the way luxury goods are marketed. This phenomenon is an example of a(n) _____ factor. A economic B demographic C political and legal D technological E social
E
During which stage of the process does the marketer lead the preliminary analysis and calculations for demand, cost, sales, and profitability? A Exploring opportunities B Screening and concept testing C The building of a prototype D Establishing the new-product strategy E Developing a business analysis
E
Imagine that you are planning a fund raising party for after the symphony, and you need a life-size grand piano cake. Or, you are a developer proposing a new shopping center to a group of investors, and you want to serve a cake shaped like an architectural rendition of the center. Is this impossible? No, you just need to contact Cecilia Villaveces Cakes. She actually built a life-size grand piano for a gala in Macon, Georgia. You can expect to pay anywhere from $75 to $10,000 for one of Cecilia's artistic creations, depending on complexity of design and size. She uses only the best ingredients, and no two cakes are ever quite alike. Although many factors determine the prices charged by Cecilia Villaveces Cakes, the two primary determinants are: A stage of the product life cycle and costs to the consumers. B distribution and promotion strategies used by the cake maker. C costs of manufacturing and distribution costs. D demand by the consumer and perceived quality. E the demand for the good and the cost to the seller.
E
In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? A How large should the sample be in terms of its measurement costs? B Who can perform the actual sampling? C How often should the sample be redesigned? D Must the sample be representative of the population? E What is the population or universe of interest?
E
Nestlé's quest is to make some of its existing products more nutritious and provide a health benefit. This is an example of which type of product modification? A Style B Ingredient C Brand D Extension E Functional
E
The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. A observation research B single-source research C experiments D heuristic oriented E survey research
E
The two major categories of communications are: A direct and indirect. B verbal and nonverbal. C informative and persuasive. D long term and short term. E mass and interpersonal.
E
To promote The Hunger Games: Mockingjay, marketers for the film developed a fictional network called Capitol TV featuring usercreated videos. Which social media platform would best support this creative idea? a) review sites such as Yelp and Rotten Tomatoes b) Social networking tools such as facebook and linkedin c) microblogging tools such as Twitter d) blogging tools such as Blogger and Wordpress e) media sharing tools such as youtube and pinterest
E
Tortilla chips are most likely _____ products, since they are purchased with little shopping effort. A generic B specialty C unbranded shopping D branded shopping E convenience
E
Which of the following is the inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer? A Activity-based costing (ABC) B Electronic data interchange (EDI) C Distribution resource planning (DRP) D Third party logistics firm (3PL) E Materials requirement planning (MRP)
E
Which of the following statements about yield management systems (YMS) is true? A YMS eliminate the problem of simultaneous production and consumption from services. B The first use of YMS was in the U.S. car industry as it looked for ways to compete with imports. C YMS are complex pricing systems used to set equilibrium pricing points. D YMS cannot be used by any other businesses but services. E YMS are mathematically complex systems to make use of underutilized capacity and reduce the cost of perishability.
E
Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service? A A premium program B An 80/20 program C A net worth program D A continuity program E A frequent buyer program
E
An ad for a prescriptiononly medication ran in several consumer health and fitness magazines. The ad encouraged readers to learn more by asking their physician for information and included a coupon for a free sample. The manufacturer of the drug was using a ________ promotional strategy. a) competitive b) trade c) push d) personal selling e) pull
E) pull
In an industry full of standardized hotel chain properties, some consumers are looking for the unique environments and personalized service that can be found in boutique hotels. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high style decor and topnotch restaurants. Customers can best assess the quality of service provided by a boutique hotel only after staying there. Therefore, boutique hotels are high in _________ quality characteristics.
Experience
A national brand of bottled water was advertised as "fresh from the spring," but the water actually came from a municipal water supply. The WheelerLea act empowers which Federal Agency to investigate consumer complaints about this deceptive advertising?
Federal Trade Commission, as the ad is misleading
The J.M. Smucker Company classifies their Jif peanut butter brand as a cash cow in the BCG portfolio matrix. Which of the following best describes this market situation?
Jif is a market leader, and the market growth rate is low
In order to decrease the business risk of counterfeiting, Abercrombie only sells products through their companyowned retail stores and website. However, if Abercrombie decides to expand distribution through carefully screened retailers like Macy's and Amazon, the company would be shifting to a(n) ________ distribution arrangement.
Multiple Channel
In addition to the studies described above, Abercrombie market researchers conducted two studies - An ethnographic research study that looked at the presence of branded fashion items in various consumers' wardrobes by having teens capture detailed photos of the clothes in their closets and drawers. - A virtual shopping website that captured teens' behavior when presented with various branded and non-branded clothing items Both of these studies are examples of _______ research techniques
Observational
A company that emphasizes a push strategy in promoting their products is most likely to use:
Trade allowances
Annette is looking for an inhome healthcare provider to care for her aging mother; someone who will visit daily, check her mother's vital signs, and make sure she takes her prescribed medications. Which of the following information sources would be considered as nonmarketing controlled?
Referrals from her colleagues at work
market orientation philosophy vs a sales orientation one
The firm directs products toward a smaller number of the best customers, not everybody.
Firms increase the depth of their product lines for all of the following reasons EXCEPT:
To diversify risk
Which major media offers P. Terry's the best ability to reach customers frequently near specific burger stand locations with a simple reminder message like "Hungry for a great hamburger?" at a relatively low cost? a) outdoor b) radio c) tv d) newspapers e) magazines
a) outdoor
Copying machines, personal computers, and fax machines are typically classified as because they are not expensive, have short useful lives, and are frequently purchased from local distributors.
accessory equipment
All of the following are variable costs EXCEPT: a) administrative salaries b) shipping c) manufacturing labor d) raw materials e) commissions
administrative salaries
The moose icon in Abercrombie's logo, which appears on various items they sell including polo shirts, boxer shorts and neckties, is an example of a ________. The moose icon combines with other elements including the A&F name, store environment, and barechested advertising models to form Abercrombie's ____________
brand mark; brand identity
When differentiating between business markets and consumer markets, which of the following is NOT accurate?
business customers are more widely dispersed than consumers
When compared to other forms of promotion, personal selling:
can use a message customized to the immediate needs of the customers
A strategic business unit (SBU):
controls its business independent of other SBUs in the organization
Which of the following is NOT a key factor in the Communication Process? a) message channel b) feedback channel c) conversion d) noise e) encoding the message
conversion
Wholesalers and retailers often use the markup pricing method for their products. Markup pricing is an example of:
cost-based pricing
The first action a marketing team should take when initiating a social media campaign is:
establish a listening platform
everyone recognizes butterball as a brand of fresh and frozen whole turkeys but its also found on fresh turkey breast cuts, sausages etc. Butterball uses
family branding
Abercrombie selects the locations for their stores using Nielsen's Prizm data, allowing them to target upscale families. Using neighborhoodbased data to identify households with similar incomes, lifestyles and behaviors is an example of _______ segmentation.
geodemographic
Product position is the process of:
influencing potential customers' overall perception of a product, relative to competing offerings
In the development of a marketing plan, which elements of a SWOT analysis focus on conditions in the external environment?
opportunities & threats
Warby Parker runs display ads and sponsored posts on Facebook to promote their eyewear products. These are examples of _________ media.
paid
When a firm introduces a new product at a relatively low price because it hopes to capture a large share of a substantial market, it is following a ______ strategy. a) price skimming b) target pricing c) price lining d) prestige pricing e) penetration pricing
penetration pricing
Marketing executives at Abercrombie developed a visual representation graphing how target consumers think about the Abercrombie brand relative to other retail brands (J Crew, H&M, Forever 21, etc.) based on a few different dimensions. What is this called?
perceptual mapping
all of the following are characteristics of good markekting objectives EXCEPT:
profitable
Which needs are at the highest level of Maslow's Hierarchy of needs, meaning that once lowerlevel needs are met they become more important?
self-actualization needs, such as self-fulfillment
