Chapter 6

utility

A ________ function shows how the consumer expects total product satisfaction to vary with different levels of different attributes.

good

Because of selective retention, we are likely to remember ________ points mentioned about competing products.

awareness

By gathering information, consumers increase their ________ and knowledge of available choices and product features.

dissatisfiers, un-sell

Herzberg's theory has two implications. a. sellers should do their best to avoid ________ (e.g., a poor service policy). b. Although these things will not sell a product, they might easily ________ it.

upturns, downturn

Companies must take advantage of opportunities caused by economic ________ and take defensive steps when facing an economic ________.

brand

Hispanics are very ________ loyal, and they favor companies who show special interest in them.

strength, initial, ease, value, satisfaction

How much searching a consumer does will depend on the ________ of the drive, the amount of ________ information, the ________ of obtaining more information, the ________ placed on additional information, and the ________ one gets from searching.

similar

Marketers are interested in social class because people within a given class tend to exhibit ________ behavior, including buying behavior.

physiological, safety, social, esteem, self-actualization

Maslow's hierarchy of needs in order of importance are: a. ________ needs b. ________ needs c. ________ needs d. ________ needs e.________ needs.

individual

The key word in the definition of perception is ________.

Culture

________ is the most basic determinant of a person's wants and behavior. It comprises the basic values, perceptions, wants, and behaviors that a person learns continuously in a society.

biological, psychological

A person has many needs at any given time. Some are ________, arising from hunger, thirst, and discomfort. Others are ________, arising from states of tension, such as the need for recognition, esteem, or belonging.

occupation

A person's ________ affects the goods and services bought. For example, construction workers often buy their lunches from industrial catering trucks that come out to the job site.

shared

Each culture contains smaller subcultures, or groups of people with ________ value systems based on common life experiences and situations.

interact

Instead of throwing more one-way commercial messages at ad-weary consumers, they hope to use social networks to ________ with consumers and become a part of their conversations and lives.

experience

Learning describes changes in an individual's behavior arising from ________.

environment

Lifestyle portrays the "whole person" interacting with his or her ________. Marketers search for relationships between their products and people who are achievement oriented.

reference

People often are influenced by ________ groups to which they do not belong.

selects, organizes, interprets

Perception is the process by which an individual ________, ________, and ________ information to create a meaningful picture of the world.

behavior

Personality can be useful in analyzing consumer ________ for some product or brand choices.

buying

The ________ process starts when the buyer recognizes a problem or need.

family

The ________ remains the most important consumer buying organization in American society and has been researched extensively.

income, price, benefits

The consumer forms a purchase intention based on factors such as expected family ________, expected ________, and expected ________ from the product.

stimuli

Selective attention means that marketers have to work hard to attract consumers' notice. The real challenge is to explain which ________ people will notice.

twist

Selective distortion is the tendency to ________ information into personal meanings and interpret information in a way that will fit our preconceptions.

strongest

The importance of group influence varies across products and brands. It tends to be ________ when the product is visible to others whom the buyer respects.

strong

The role of self-concept has a ________ bearing on the selection of recreational pursuits, including golf, sailing, dirt bike riding, fishing, and hunting.

image

The set of beliefs held about a particular brand is known as the brand ________.

age

The types of goods and services people buy change during their lifetimes. Preferences for leisure activities, travel destinations, food, and entertainment are often ________ related.

values, attitudes, behavior

Although consumers in different countries may have some things in common, their ________, ________, and ________ often vary dramatically.

price

Although more ________ conscious than other segments, blacks are also strongly motivated by quality and selection.

most

As a group, Asian consumers shop frequently and are the ________ brand conscious of all the ethnic groups. They can be fiercely brand loyal.

frame

Attitudes put people into a ________ of mind for liking or disliking things and moving toward or away from them. For example, many people who have developed the attitude that eating healthy food is important perceive chicken as a healthy alternative to beef and pork.

cultural, social, personal, psychological

Consumer purchases are strongly influenced by ________, ________, ________, and ________ characteristics. For the most part, they cannot be controlled by the marketer, but they must be taken into account.

dissonance

Consumers feel uneasy about acquiring the drawbacks of the chosen brand and losing the benefits of the rejected brands. Thus consumers feel some post-purchase ________ with many purchases, and they often take steps after the purchase to reduce dissonance.

status

Each role carries a ________ reflecting the general esteem given to it by society. People often choose products that show their status in society.

satisfied, dissatisfied

Following a purchase, the consumer will be ________ or ________ and will engage in post-purchase actions of significant interest to the marketer.

membership

Groups that have a direct influence and to which a person belongs are called ________ groups.

reinforce

Marketers are interested in the beliefs that people have about specific products and services. Beliefs ________ product and brand images.

standardize

Marketers must decide on the degree to which they will adapt their products and marketing programs to meet the unique needs of consumers in various markets. They want to ________ their offerings in order to simplify operations and take advantage of cost economies.

marketplace, customer, integrated, profitable, value

Marketing process: a. understanding ________ and customer needs b. designing ________ driven marketing strategy c. preparing an ________ marketing plan d. building ________ customer relationships e. capturing ________ from customers