question

process a consumer uses to make a purchase, and how they use and dispose of it

answer

consumer behavior

question

in order to develop marketing strategies

answer

why do we study consumer behavior?

question

Target market and marketing mix

answer

What are two marketing strategies?

question

Who are they, how do they shop, and what influences them

answer

Target Market

question

a particular group of consumers at which a product is aimed

answer

Target market

question

a combination of factors that can be controlled by a company to influence what consumers by

answer

Marketing mix

question

the marketing mix

answer

What uses the four P's?

question

Product Price Promotion Place

answer

what are the four P's?

question

psychology Sociology

answer

Two ideas from the decision making process

question

extended or high involvement routine or limited low Involvement

answer

psychology

question

group influence on consumers from sociology

answer

sociology

question

Need Recognition Information Search Alternative Evaluation Purchase Post purchase

answer

Stages in the extended decision making process

question

Imbalance of gap between real and ideal. Strategy insights- What is the motivation to purchase? Reason? Need?

answer

need recognition

question

- Why do people want information before they purchase? -Strategy Insights: do people seek information before this purchase, and if so, where? Ads, salesperson, friends, Facebook, family, etc. -Sources of Information Internal Search vs. External Search Active vs. Passive Search Sources of information Marketing controlled information sources Advertising Media Selection TV, Internet, Billboard, Radio, Mag, Newspaper,....... Personal Selling Non Marketer controlled sources WOM News Media/Publicity Promotion Strategy Implications

answer

information search

question

What are the Benefits Sought/feature sought vs. competition: Critical to success! ν Price...can I purchase on a credit card. ν Quality ν Features ν Warrantee ν Brand ν Values ν Social issues. ν Cool Product Strategy Distribution strategy Price Strategy

answer

Alternative Evaluation

question

How is is made? By whom...husband or wife or individually. Where? When? Who makes it? Who influences them? What is needed to facilitate the decision? Incentives? How do I reduce risks for buyer?

answer

Purchase decision

question

....the most important for marketers to understand!! Outcomes OF THIS ARE CRITICAL - If Satisfied ....what happens here?. Positive WOM and Consumer comes Back - If Unsatisfied ....what happens here? WOM..a powerful negative source of information. They don't come back and they don't tell you...So No Retention of customers Strategy Implications

answer

post purchase

question

What promotion and distribution decisions are called for here?

answer

Limited or Routine Decision Process: Low involvement

question

cultural social individual psychological

answer

Factors effecting decision making

question

culture and subculture social class social influences

answer

Cultural factors

question

value or importance to a culture

answer

culture and subculture

question

becomes target market and reference group

answer

social class

question

references group (sneeches) Primary vs. Secondary Aspiration vs. Non-aspiration Opinion Leader Family Roles in decisions Celebrity Endorsers Q Scores http://www.qscores.com/Web/index.aspx

answer

social influences

question

Gender Shopping behavior, colors, shapes, Age , Family Life Cycle

answer

individual influences

question

Perception Selective Processes: Exposure, distortion, retention

answer

Psychological Influences

question

Maslow's hierarchy of needs

answer

Motivation

question

a method of classifying human needs and motivations into five categories: physiological, safety, social, esteem, and self - actualization

answer

Maslow's hierarchy of needs

question

generalization and discrimination

answer

Learning

question

Maslow's hierarchy of needs

answer

Beliefs and attitude

question

A

answer

. Which of the following strategies is a marketing manager most likely to follow to increase the sales of a high-involvement product? a. Creating advertisements that give consumers all the necessary information to make the purchase decision b. Focusing on the package design of the product so that it will be eye-catching and easily recognized on the store shelf c. Linking the product to a lower-involvement issue to create publicity d. Offering coupons, cents-off deals, and two-for-one offers on the product

question

B

answer

Linda usually does not spend much time selecting gifts while buying them. However, when buying a pen for her husband's birthday, she visited several stores and spent a lot of time selecting the pen. This scenario is an example of _____. a. product involvement b. situational involvement c. shopping involvement d. enduring involvement

question

A

answer

Which of the following statements is true of the social class system in the United States? a. Interest in organized labor is one of the most common attributes among the working class. b. The working class spends more on vacation homes, jewelry, vacations and cruises. c. The majority of Americans today define themselves as upper class. d. Social class includes people belonging to the same age and gender.

question

D

answer

In the context of the purchase process of a family, _____ are members who suggest or plant the seed for the purchase process. a. influencers b. purchasers c. consumers d. initiators

question

C

answer

_____ is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer. a. Limited decision making b. Routine response behavior c. Extensive decision making d. Postpurchase evaluation

question

B

answer

29. _____ occurs when consumers change information that conflicts with their feelings or beliefs. a. Stimulus generalization b. Selective distortion c. Cognitive dissonance d. Selective retention

question

B

answer

Joshua prefers to do his grocery shopping at Fresnas Mart because his mother also prefers to shop there. He also does not shop groceries online because his mother does not prefer shopping groceries online. In this case, Joshua's shopping behavior is a result of _____. a. want-got gap b. the socialization process c. cognitive dissonance d. the decision-making process

question

D

answer

. _____ is an example of routine response behavior. a. Booking a cruise vacation b. Buying an $800 personal computer c. Buying an air conditioner for the first time d. Purchasing groceries

question

C

answer

. In which of the following ways are consumers influenced by reference groups? a. Norms of reference groups do not constrain consumer behavior. b. Consumers are prohibited from dissociating themselves from reference groups. c. Consumers use the same criteria as their reference groups to make their own consumer decisions. d. Consumers are influenced only by the reference groups to which they belong.

question

B

answer

. _____ is 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. a. Loyalty b. Culture c. Consumerism d. Perceived value

question

B

answer

Which of the following is a psychological factor that impacts consumer buying decisions? a. Social class b. Learning c. Age d. Lifestyle

question

Organizations which purchase goods and services for needed for operations or resale. Most of you will work in a B2B situations. These are the best jobs.

answer

Definition and importance of business markets

question

producers government resellers institutions

answer

Major types of organizations

question

Demand

answer

CHARACTERISTICS Of ORGANIZATIONAL BUYERS (Differences From Consumer

question

Derived Price Inelastic Smaller Number of Buyers - Ray Abner Larger Volume Purchases ...Brandon Multiple Influence on the Buyer Professional Buyers (ISM Baton Rouge) Reciprocity

answer

Demand

question

New buy modify rebuy straight rebuy

answer

types of purchases or buying situation

question

initiator gatekeeper users deciders influencers purchasers

answer

The Buying Center

question

False

answer

A practice whereby business purchasers choose to buy from customers of their competitors is called reciprocity. a. True b. False

question

False

answer

In social media marketing, awareness occurs when action is taken and includes everything from downloading a piece of content (like a white paper) to actually making a purchase. a. True b. False

question

False

answer

Derived demand means that an increase or decrease in the price of the product will significantly affect demand for the product. a. True b. False

question

True

answer

Providing superior service to a firm's most valuable customers is likely to result in a maximization of the total business value generated over time. a. True b. False

question

False

answer

In a buying center, the decider is the person who actually negotiates a purchase. a. True b. False

question

True

answer

Federal, state, and local buying units account for the greatest volume of purchases of any customer category in the United States. a. True b. False

question

False

answer

. Items such as forklifts are more commonly sold as consumer goods than as business products. a. True b. False

question

False

answer

. A consumer product is also known as an industrial product. a. True b. False

question

True

answer

Businesses contract outside providers to perform janitorial, advertising, and legal services as it costs less than hiring an employee to perform the particular task. a. True b. False

question

D

answer

Which of the following statements is true of relationship marketing? a. For many suppliers, retaining their current customers has become a secondary focus in relationship marketing. b. Business suppliers use social networking sites sparingly as these sites discourage businesses from shopping for all their needs. c. Loyal customers are less profitable than those who are price sensitive and perceive no difference among brands or suppliers. d. Relationship marketing has become more important than before because competition has becoming more intense.

question

Allows specification of the target market in developing a strategy? The more clear on who the customer is, the better the marketing mix fits:

answer

IMPORTANCE OF MARKET SEGMENTATION

question

PRODUCT Decisions People's needs differ, Products can be developed based on particular groups or segments. PRICING PROMOTION Effeciency in communicating to or reaching a segment with media. PLACE Putting the product where your customer shops...which stores, online, etc.

answer

arket Segmentation

question

Geographic Demographic Psychographic Benefit Usage rate

answer

BASES FOR SEGMENTATION

question

Undifferentiated (homogeneous) Concentration Multisegment

answer

MARKET SEGMENTATION STRATEGIES

question

Positioning strategy Perceptual Positioning Map

answer

PRODUCT POSITIONING

question

a personal assessment of the net worth one obtains from making a purchase, or the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct

answer

value

question

the value a consumer experts to obtain from a purchase

answer

perceived value

question

a value derived from a product or service that helps the consumers solve problems and accomplish task

answer

utilitarian value

question

a value that acts as an end in itself rather than as a means to an end

answer

hedonic value

question

recognition of an unfulfilled need and a product that will satisfy it

answer

Want

question

any unit of input affecting one or more of the five senses

answer

stimulus

question

the process of recalling the past information stored in the memory

answer

internal informational search

question

the process of seeking information in the outside environment

answer

external information search

question

a product information source that is associated with advertising or promotion

answer

non-marketing information source

question

a product information source that originates with marketers promoting the product

answer

Marketing - controlled information source

question

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

answer

evoked set

question

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

answer

cognitive dissonance

question

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

answer

involvement

question

Buying food

answer

routine response behavior

question

buying a tv

answer

Limited decision making

question

going on vacation, moving

answer

extensive decision making

question

looking in stores for an item, then shopping online for a better deal on the same item

answer

showrooming

question

the set of value, norms, attitudes, and other meaningful symbols that shape human behavior

answer

culture

question

a homogenous group of people who share elements of the overall culture as well as unique elements of their own group

answer

subculture

question

a group of people in a society who are nearly equal in status or community esteem

answer

social class

question

all the formal and informal groups in society that influence an individuals purchasing behavior

answer

reference group

question

interact face to face, family, friends

answer

primary membership group

question

reference group with people associate less consistently and more formally than a primary group

answer

secondary membership group

question

a group someone would like to join

answer

aspirational reference group

question

a value or attitude deemed acceptable by a group

answer

norm

question

a group with which an individual does not want to associate

answer

nonaspirational reference group

question

an individual who influences the opinions of others

answer

opinion leader

question

how culture values and norms are passed down to children

answer

socialization

question

a perspective whereby a consumer sees himself or herself as distinct and separate from others

answer

separated self-schema

question

a perspective whereby a consumer sees himself or herself as an intergral part of a group

answer

connected self-schema

question

a way of organizing and grouping the consistencies of an individual's reaction to a situation

answer

personality

question

how consumers perceive themselves in terms of attitude, perceptions, beliefs, and self-evaluation

answer

self-concept

question

the way an individual actually perceives himself or herself

answer

real - self image

question

the way an individual would like to be perceived

answer

ideal self-image

question

the process by which people select, organize, and interpret stimuli into a meaningful and cohort picture

answer

perception

question

a process where by a consumer notices certain stimuli and notices others

answer

selective exposure

question

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

answer

selective distortion

question

a process whereby a consumer remembers only that information that supports his or her personal beliefs

answer

Selective retention

question

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

answer

motive

question

a process that creates changes in behavior, immediate or expected, through experience and practice

answer

learning

question

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

answer

stimulus generalization

question

a learned ability to differentiate among similar products

answer

stimulus discrimination

question

the marketing of goods and services to individuals and organizations for purpose other than personal consumption

answer

business maketing

question

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

answer

business product

question

a product bought to satisfy an individual's personal wants or needs

answer

consumer product

question

a strategic marketing approach that focuses on creating and distributing content that is valuable, relevant, and consistent

answer

Content marketing

Marketing 303, Mike Jones Test 2 (Chloe Davis) – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards