marketing midterm chapter 5
self actualization
which need in Maslow's hierarchy is generally satisfied last?
reverse auctions
which is the means by which companies post purchase requests online and invite suppliers to bid for their business?
commercial
which source of product information can marketers control completely?
perception
___ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. a. retention b. motivation c. selective perception d. perception e. learning
drive
a ____ becomes a motive when it is desired toward a particular stimulus object.
culture
a child in the united states is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ___.
economic situations
a marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers'
reference group
a shoe company's ads feature the members of a popular country music band. Product sales increase significantly among band's fans. From the fans viewpoint, the band is a _____.
status
according to Maslow's hierarchy of needs, which of the following is most likely an esteem need?
the buying center is not a fixed and formally identified unit within a buying organization.
true statement about buying centers:
the family
what is the most important consumer buying organization in society?
generating person to person brand conversations
when marketers want to promote their products and services through word of mouth marketing programs, they typically begin with ____.
dealer web sites
which is a commercial source of product information?
life cycle stage
which is a personal factor that influences a consumer's buying behavior?
lifestyle
which is a psychographic characteristic of a consumer?
family
which is a social factor that influences consumer buying behavior?
organizational factors
which is considered a major influence on business buying behavior?
brand personality
which term is used to describe a specific mix of human traits that may be attributed to a particular brand?
affected by subconscious, hidden motivations
According to Sigmund Freud's theory, a person's buying decisions are ____.
supplier performance review
which is most likely the final stage of the business buying decision process?
information search
Becca wants to buy a new coat. She asks her friend to recommend a store and/or style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Becca is most likely in the ______ stage of the buyer decision process.
need recognition
which is the first stage of the buyer decision process?
evaluation of alternatives
Devon is in the market for a new car. She is seriously considering either a Honda Civic or a Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ___ stage of the buyer decision process.
company buying site
GE operates a company trading site where it posts purchasing needs, invites bids, negotiates terms, and places orders. This is an example of ___.
social
Hallmark's classic "when you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy ?
total market
Many marketers now embrace a ____ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.
cues
The mcdonald's corporate brand name and golden arches can be classified as ___ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant.
opinion leaders
___ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.
Asian Americans
___ are the most affluent and brand conscious demographic segment in the United States.
lagging adopters
___ are tradition bound, suspicious of changes, and adopt an innovation only earn it has become something of a tradition itself.
buzz marketing
____ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.
cognitive dissonance
discomfort caused by post purchase conflict
complexity
electric cars are not considerably different or difficult to drive relative to gas powered cars. however, this is not aligned with the perceptions or conceptual concerns held by the public about the new technology. this will likely slow the adoption rate due to the ____ of the innovation.
reorders something without any modifications
in a straight theory, a buyer ___.
purchase decision
jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?
post purchase behavior
Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. which stage of the buyer decision process do simony's remarks reflect?
selective retention
____ means that consumers are likely to remember good points made about a brand they favor and forget about the good points made about competing brands.
personality
____ refers to the unique psychological characteristics that distinguish a person or group.
attitude
a ___ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.
status
a _____ reflects the general esteem given to the different roles of a person by society.
motive
a baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ____ in the marketing process.
systems selling
a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying and consolidating separate products and services from several suppliers.
straight rebuy
a company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. this is an example of ___.
evaluation
in which stage of the adoption process does a consumer consider whether trying a new product makes sense?
interest
in which stage of the adoption process does a consumer seek information about a new product?
relative advantage
the degree to which an innovation appears superior to existing products
compatibility
the degree to which an innovation fits the values and experiences of potential consumers
divisibility
the degree to which an innovation may be tried on a limited basis
communicability
the degree to which the results of using an innovation can be observed or described to others.
personal
the most effective sources of information about a product tend to be _____.