question

Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use.

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Consumer behavior

question

A five-step process used by consumers when buying goods or services: need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior.

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Consumer decision-making process

question

Result of an imbalance between actual and desired states.

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Need recognition

question

Recognition of an unfulfilled need and a product that will satisfy it.

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Want

question

Any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing.

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Stimulus

question

Occurrences you exprience such as hunger or thirst.

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Internal stimuli

question

Influences from an ouside source such as the color of a car, design of a package, or an advertisement on TV.

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External stimuli

question

Marketing managers can create ____ on the part of the consumer.

answer

wants

question

The process of recalling past information stored in the memory.

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Internal information search

question

The process of seeking information in the outside environment.

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External information search

question

A product information source that is not associated with advertising or promotion. (personal experience, public sources)

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Nonmarketing-controlled information source

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A product information source that originates with marketers promoting the product.(radio, TV, magazine)

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marketing-controlled information source

question

Generally, as the perceived ____ of the purchase increases, the consumer enlarges the search and considers more alternative brands.

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risk

question

A group of brands, resulting from an information search, from which a buyer can choose.

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Evoked set (consideration set)

question

Recent research has shown that exposure to certain _____ in your everyday environment can effect decision criteria and purchase.

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cues

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Either minimum or maximum levels of an attribute that an alternative must pass to be considered.

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cutoffs

question

When consumers rely on a ____ process, a product's evaluation depends on the particular catagory to which it is perceived as belonging.

answer

catagorization

question

When a well-known and respected brand name from one product category is extended into other product categories.

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Brand extensions

question

When a person is buying an expensive or complex item, it is often a ___ ___ ___ based upon a lot of information.

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fully planned purchase

question

Often consumers will make a _____ _____ ____ where they know the product category they want to buy but wait until they get to the store to choose a specific style or brand.

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partially planned purchase

question

People buy on impulse when making an ____ ____.

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unplanned purchase

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Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

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Cognitive dissonance

question

Marketing managers can help reduce dissonance through effective ______ with purchasers.

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communication

question

The amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior.

answer

Involvement

question

The type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time. (lowest level of involvement)

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routine response behavior

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The type of decision making that requires a moderate amount of time for gathering information and deliberating about an uifamiliar brand in a familiar catagory.(low level of involvment)

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limited decision making

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The most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information. (high involvment)

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extensive decision making

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The level of involvment in the purchase depends on five factors: previous ____, _____, perceived ____ of negative consequences, ____, and ____ visibility.

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experience, interest, risk, situation, social

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In-store promotion is an important tool when promoting ____ _____ _____.

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low-involvement products

question

The set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.

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culture

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The enduring belief that a specific mode of conduct os personally or socially preferable to another mode of conduct.

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value

question

Consumers with similar ____ ____ tend to react alike to prices and other marketing-related inducements.

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value systems

question

A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.

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subculture

question

A group of people in a society who are considered nearly equal in status or community esteem, who regulargly socialize amoung themselves both formally and informally, and who share behavioral norms.

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social class

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Social class often indicates which ____ to use for advertising.

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medium

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A group in society that influences an individual's purchasing behavior.

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reference group

question

A reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers.(direct)

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primary membership group

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A reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group.(direct)

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secondary membership group

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A group that someone would like to join. (indirect)

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aspirational

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Values and attitudes deemed acceptable by the group.

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norms

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A group with which an individual does not want to associate.

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nonaspirational reference group

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An individual who influences the opinions of others. (first to try new products)

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opinion leader

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Marketers are looking to ____ ____ to find opinion leaders.

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web blogs

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How cultural values and norms are passed down to children.

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socialization process

question

Plant the seed for the purchasing process

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Initiators

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Members of the family whose opinions are valued.

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Influencers

question

While teens make up __ percen of the US population, they actually contribute to ___ percent of the US spending.

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7, 11

question

Traditionally, children learn about consumption from their parents. In today's technologically overloaded world, that trend is ____.

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reversing

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An orderly series of stages through which consumers' attitudes and behavioral tendencies evolve through maturity, experience, and changing income and status.

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family life cycle

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A way of organizing an grouping the consistencies of an individual's reactions to situations. (combines psychological makeup and environmental forces)

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personality

question

How consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations.

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self-concept (self-perception)

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The way an individual would like to be,.

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ideal self-image

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The way an individual actually perceives himself or herself.

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real self-image

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Combines ideal self-image and the real self image.

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Self concept

question

The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture.

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perception

question

The process whereby a consumer notices certain stimuli and ignores others.

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selective exposure

question

A process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs.

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selective distortion

question

A process whereby a consumer remembers only that information that supports personal beliefs.

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selective retention

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The minimum difference in a stimulus that the consumer will notice. ("just-noticeable difference")

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threshold level of perception

question

A driving force that causes a person to take action to satisfy specific needs.

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motive

question

One study found that the just-noticeable difference ina stimulus is about a ___ percent change.

answer

20

question

A method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and self-actualization.

answer

Maslow's hierarchy of needs

question

Marketing managers probably appeal more to this need than to any other.

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social needs

question

A process that creates changes in behavior immediate or expected through experience and practice.

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learning

question

_____ learning occurs when an experience changes your behavior.

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Experiencial

question

_____learning not acquired through direct experience.

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Conceptual

question

Without positive or negative ______, a person will not be motivated to repeat the behavior pattern or to avoid it.

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reinforcement

question

Generally, to heighten learning, advertising messages should be ___ ___ ___ ____ rather than clustered together.

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spread out over time

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A form of learning that occurs when one response is extended to a second stimulus similar to the first.

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stimulus generalization

question

A learned ability to differentiate amond similar products.

answer

stimulus discrimination

question

An organized pattern of knowledge that an individual holds as tru about his or her world.

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belief

question

A learned tendency to resond consistently toward a given object.

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attitude

question

People or organizations with needs or wants and the ability and willingness to buy.

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market

question

A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.

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market segment

question

The process of dividing a market into meaningful, relatively similar, and identifiable segments or groups.

answer

market segmentation

question

To be useful, a segmentation scheme must produce segments that meet four basic criteria: ____, identifiability and ____, accessibility, and ____.

answer

substantiality, measurability, responsiveness

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Characteristics of individuals, groups, or organizations.

answer

segmentation bases (variables)

question

Segmenting markets by region of a country or the world, market size, market density, or climate.

answer

geographic segmentation

question

The current trend is toward using ____ rather than ____ variables to segment most markets.

answer

more, fewer

question

______ segmentation is clearly more precise than single-variable segmentation.

answer

Multi-variable

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Segmenting markets by age, gender, income, ethnic background, and family life cycle.(widely available)

answer

demographic segmentation

question

Starbucks developed a market for expensive coffee to appeal to this age group.(experience, not just product)

answer

Gen X

question

Some common bases of demographic segmentation are ___, ___, ___, ___, and family ____.

answer

age, gender, income, ethnic, life-cycle

question

A series of stages determined by a combination of age, marital status, and the presence or absence of children.

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family life cycle (FLC)

question

Market segmentation on the basis of personality, motives, lifestyles, and geodemographics.

answer

psychographic segmentation

question

Segmenting potential customers into neighborhood lifestyle categories.

answer

geodemographic segmentation

question

The process of grouping customers into market segments according to the benefits they seek from the product.

answer

benefit segmentation

question

Dividing a market by the amount of product bought or consumed.

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usage-rate segmentation

question

A principle holding that 20 percent of all customers generate 80 percent of the demand. (frequent flyer programs)

answer

80/20 principle

question

The business market consists of four broad segments: ____, resellers, ____, and institutions.

answer

producers, government

question

Business customers who place an order with the first familiar supplier to satisfy product and delivery requirements.

answer

satisficers

question

Business customers who consider numberious suppliers, both familiar and unfamiliar, solicit bids, and study all proposals carefully before selecting one.

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optimizers

question

The purpose of market segmentation, in both consumer and business markets, is to identify marketing opportunities.

answer

marketing opportunities

question

A group of people or organizations for which an organization designs, implemetns, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges.

answer

target market

question

A marketing approach that views the market as one big market with no individual segments and thus uses a single marketing approach.

answer

undifferentiated targeting strategy

question

A strategy used to select one segment of a market for targeting marketing efforts.

answer

concentrated targeting strategy

question

One segment of a market.

answer

niche

question

A strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each.

answer

multisegment targeting strategy

question

A situation that occurs when sales of a new product cut into sales of a firm's existing products.

answer

cannibalization

question

An individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer.

answer

one-to-one marketing

question

Developing a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general.

answer

positioning

question

Four trends will lead to the continuing growth of one-to-one marketing: ___, ____, ____, and ____.

answer

personalization, time saving, loyalty, technology

question

The place a product, brand, or group of porducts occupies in consumers' minds relative to competing offerings.

answer

position

question

A positioning strategy that some firms use to distinguish their products from those of competitiors.

answer

product differentiation

question

A means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customer's minds.

answer

perceptual mapping

question

Changing consumers' perceptions of a brand in relation to competing brands.

answer

repositioning

question

everything, both favorable and unfavorable, that a person receives in an exchange

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product

question

a product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to other customers

answer

business product

question

a product bought to satisfy an individual's personal wants

answer

consumer product

question

A relatively inexpensive item that merits little shopping effort

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convenience product

question

a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores

answer

shopping product

question

a particular item that consumers search extensively for and are very reluctant to accept substitutes

answer

speciality product

question

A product unknown to the potential buyer or a known product that the buyer does not actively seek

answer

unsought product

question

a specific version of a product that can be designated as a distinct offering among an organization's products

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product item

question

a group of closely related product items

answer

product line

question

all products that an organization sells

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product mix

question

the number of product lines an organization offers

answer

product mix width

question

the number of product items in a product line

answer

product line depth

question

changing one or more of a product's characteristics

answer

product modification

question

the practice of modifying products so those that have already been sold become obsolete before they actually need replacement

answer

planned obsolescence

question

adding additional products to an existing product line in order to compete more broadly in the industry

answer

product line extension

question

a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products

answer

brand

question

That part of a brand that can be spoken, including letters, words, and numbers

answer

brand name

question

The elements of a brand that cannot be spoken

answer

brand mark

question

The value of company and brand names

answer

brand equity

question

a brand that obtains at least a third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data

answer

global brand

question

a consistent preference for one brand over all others

answer

brand loyalty

question

the brand name of a manufacturer

answer

manufacturers brand

question

a brand name owned by a wholesaler or a retailer

answer

private brand

question

a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation

answer

captive brand

question

using different brand names for different products

answer

individual branding

question

marketing several different products under the same brand name

answer

family branding

question

placing two or more brand names on a product or its package

answer

co-branding

question

the exclusive right to use a brand or part of a brand

answer

trademark

question

a trademark for a service

answer

service mark

question

identifies a product by class or type and cannot be trademarked

answer

generic product name

question

a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary

answer

persuasive labeling

question

a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase

answer

informational labeling

question

a series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products

answer

universal product codes

question

a confirmation of the quality or performance of a good or service

answer

warranty

question

a written guarantee

answer

express warranty

question

an unwritten guarantee that the good or service is fit for the purpose for which it was sold

answer

implied warranty

question

a product new to the world, the market, the producer, the seller, or some combination of these

answer

new product

question

a plan that links the new-product development process with the objectives of the marketing department, the business unit, and the corporation

answer

new-product strategy

question

a marketing strategy that entails the creation of marketable new products; the process of converting applications for new technologies into marketable products

answer

product development

question

the process of getting a group to think of unlimited ways to vary a product or solve a problem

answer

brainstorming

question

the first filter in the product development process, which eliminates ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason

answer

screening

question

a test to evaluate a new-product idea, usually before any prototype has been created

answer

concept test

question

the second stage of the screening process where preliminary figures for demand, cost, sales, and profitability are calculated

answer

business analysis

question

the stage in the product development process in which a prototype is developed and a marketing strategy is outlined

answer

development

question

a team-oriented approach to new-product development

answer

simultaneous product development

question

the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation

answer

test marketing

question

the presentation of advertising and other promotional materials for several products, including a test product, to members of the product's target market

answer

simulated (laboratory) market testing

question

the decision to market a product

answer

commercialization

question

a product perceived as new by a potential adopter

answer

innovation

question

the process by which the adoption of an innovation spreads

answer

diffusion

question

a concept that provides a way to trace the stages of a product's acceptance, from its introduction (birth) to its decline (death)

answer

product life cycle (PLC)

question

all brands that satisfy a particular type of need

answer

product category

question

the full-scale launch of a new product into the marketplace

answer

introductory stage

question

the second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start to acquire small pioneering firms, and profits are healthy

answer

growth stage

question

a period during which sales increase at a decreasing rate

answer

maturity stage

question

a long-run drop in sales

answer

decline stage

question

The result of applying human or mechanical efforts to people or objects.

answer

service

question

The inability of servies to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed.

answer

Intangibility

question

A characteristic that can be easily assessed before purchase.

answer

Search quality

question

A characteristic that can be assessed only after use.

answer

Experience quality

question

A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience.

answer

Credence quality

question

The inability of the production and consumption of a service to be separated; consumers must be present during the production.

answer

Inseperability

question

The variability of the inputs and outputs of servies, which causes services to tend to be less standardized and uniform than goods.

answer

Heterogeneity

question

The inability of services to be stored, warehoused, or inventoried.

answer

Perishability

question

The ability to perform a service dependably, accurately, and consistently.

answer

Reliability

question

The ability to provide prompt service.

answer

Respnsiveness

question

The knowledge and courtesy of employees and their ability to convey trust.

answer

Assurance

question

Caring, individualized attention to customers.

answer

Empathy

question

The physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service.

answer

Tangibles

question

A model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality.

answer

Gap Model

question

The most basic benefit the consumer is buying.

answer

Core service

question

A group of services that support or enhance the core service.

answer

Supplementary services

question

A strategy that uses technology to deliver customized services on a mass basis.

answer

Mass customization

question

Treating employees as customers and developing systems and benefits that satisfy their needs.

answer

Internal marketing

question

An organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment.

answer

Nonprofit organization

question

The effort by non profit organizations to bring about mutually satisfying exchanges with target markets.

answer

Nonprofit organization marketing

question

An announcement that promotes a program of a federal, state, or local government or of a nonprofit organization.

answer

Public service announcement (PSA)

Marketing Chapter 6, 8, 10, 11, 12 – Flashcards

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