CH 6

What are the two main reasons that marketers needed to be aware of culture?

-Failing to understand cultural norms has a significant negative effect on product acceptance. -Learning a target market's culture is essential to an effective marketing strategy.

What are two characteristics of attitudes?

-They are consistently favorable or unfavorable -they are learned

What are the 4 purchase event characteristics that affect the actual choice decision :

-physical surroundings -social circumstances -time -state of mind

Which three external factors have the most significant impact on consumer choices?

-situational factors -cultural factors -social factors

Place the steps of the consumer decision process in the correct order

1.) problem recognition 2.) search for info 3.) evaluation of alternative solution 4.) product choice decision 5.) post purchase assessment **the consumer decision process is a complex interaction of internal (personal and psychological characteristics) and external forces (cultural, situational and social stimuli). When those are coupled with a company's marketing activities and environmental forces, they affect the purchase decision process.

What are two reasons that it is helpful to understand the demographics of a target market?

Demographics enable marketers to evaluate relevant statistics against competitors. Demographics are an important tool in market segmentation.

__________factors shape individual wants and behavior, define the products under consideration, target the selection of information sources, and shape the purchase decision.

External

True or false: With the rise of the Internet, more people have become disconnected from their culture.

False

All consumers go through each stage of the consumer decision making process when making a purchase.

False **years of consumer research have resulted in a 5 stage model of consumer decision making. While not everyone passes through all 5 stages for every purchase, all consumers apply the same fundamental sequence beginning with problem recognition---> search for info ----> evaluation of alternatives ---> product choice decision ---> post purchase decision

____is activated by three elements: the individual's background and psychological profile; the aspirational focus; and the environment at the time of the purchase decision.

Involvement

Which three statements are true of consumers?

The characteristics that impact their decision making change over time. Their decision-making process is complex and difficult to predict. Their characteristics vary by individual.

Gordon is in the market to buy a new car. It is important to him that the car gets good gas mileage, is environmentally friendly, has a built-in GPS system, and is under $25,000. What is Gordon using to make his decision?

a multiattribute model **Bc ppl's beliefs/values impact their purchase decisions, marketing managers try to learn about those values/beliefs. They do that by having customers check off rating scales that evaluate a product's performance on a list of attributes. most attitudes result from an individuals assessment of an object using a multiattriburte model that evaluates the object on several important attributes.

Which of the following increase the likelihood of post-purchase dissonance of a high-involvement purchase?

alternatives that are rated equally a high degree of commitment that is not easily revoked a high degree of importance for the customer

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as

attitude **from religion to politics, sports to tomorrow's weather, people have an attitude about everything. An attitude is defined as a "learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Research suggests that consumers make product choices from which three perspectives?

attitude-based choice attribute-based choice emotional choice ** EX: not all purchases are made strictly for rational reasons. Frequently, the product choice encompasses a mix of all three. An individual enjoys yogurt and taking a break to enjoy a snack (emotional based). The same person considers Chobani the best choice for a healthy yogurt (attitude based). Finally, the individual considers Chobani to be better tasting than other competitors (attribute based)

When identifying consumer markets, marketers often use ______, which are the characteristics of human populations and population segments.

demographics

What three characteristics would fall under the category of demographics?

gender occupation age

A consumer stimulated to acquire new information is engaged in _________ -involvement learning.

high **will seek out product reviews or other online sources to discover info that will assist in the choice decision. **low-involvement learning happens when ppl are not prompted to value new info. This is more prevalent than high involvement learning bc the vast majority of marketing stimuli occur when there is little or no interest in the info. Ppl do not watch TV for the commercials. they watch it for entertainment and advertising is just part of the viewing experience.

When a consumer is concerned with the outcome of the process, he or she will spend more time learning about product options and become more emotionally connected to the process and the decision. The consumer is engaging in

high-involvement learning

When a consumer makes decisions almost automatically and is not prompted to value new information, the consumer is engaging in Blank______.

low-involvement learning

Which of the following requires the least amount of research time when making a decision?

minimal information search **an ex of this: a couple notices the low-fuel light come on as they are driving home from a party. The driver recalls their local station is in the way home and without any additional info, stops at the station and fills up the car. The opposite of minimal info search is Extensive info search. But between these 2 extremes is limited info search

The stimulating power that induces and then directs behavior is called ______.

motivation

__________is the force by which powerful unmet needs, or motives, prompt someone to action.

motivation **At any given time ppl experience many different needs. Most are not acted upon; when need reaches a particular strength or intensity, it becomes a motive that drives behavior. People prioritize needs, making sure that stronger, more urgent needs get met first. Motivation is the stimulating power that induces and then directs behavior.

What characteristics would fall under the category of demographics?

occupation age gender

The process by which a person selects, organizes, and interprets information to create a useful, informed picture of the world is called Blank______.

perception

__________ is a system to select, organize, and interpret information to create a useful, informed picture of the world.

perception **ppl are inundated with info. Indeed, there is so much info that it is not possible to make sense of everything, so ppl use a process called perception to help manage the flow of environmental stimuli. Perception is a system to select, organize and interpret info to create a useful, informed picture of the world.

High - involvement, large purchases often lead to a level of doubt or anxiety known as

post-purchase dissonance. **most purchases occur with little or no dissonance.

The psychological tool that people use to focus on what is relevant and eliminate what is not is called ______.

selective awareness **an individual is exposed, on avg, to between 2000-3000 messages daily. Ppl cannot process, let alone retain, all those messages so they employ a psychological tool known as selective awareness. - tp help them focus on what is relevant and eliminate what is not. The challenge for marketers is breaking through people's decision rules, which are designed to reject the vast majority of stimuli they see every day.

Physical surroundings, personal circumstances, and time are all ______ factors that affect change in the consumer.

situational

What are three external forces that impact the consumer decision process?

situational elements social stimuli cultural elements ** internal forces include: personal characteristics (age, education, occupation, income, lifestyle and gender) and psychological attributes (motivation, attitude, perception, learning and personality)

When Kayleigh goes shopping with her group of friends it becomes more of an activity. This represents a _____ circumstance that can affect Kayleigh's purchase decision.

social

What three elements serve to activate involvement?

the environment at the time of the purchase decision the individual's background and psychological profile the aspirational focus

Which of the following are situational factors that affect the consumer decision-making process?

time personal circumstances physical surroundings