MKTG 355 henke exam 1

select, secure, use and dispose of products, services, experiences or ideas.

Consumer behavior can best be defined as the study of the processes individuals, groups, or organizations go through in order to

brand loyalty.

Consumers who demonstrate a positively biased behavior toward a specific brand are exhibiting brand loyalty. Group starts

-age -income -education

What three demographic factors account for many of the reasons people in the United States do not use the Internet?

-Evaluation of few alternatives -Internal and limited external information search -Little postpurchase evaluation

What three steps would occur in the limited decision making process?

-existence of a satisfactory solution -characteristics of potential solutions -ways of comparing potential solutions

What three things are determined during internal search for information?

-government regulations -deterioration of the physical environment

What two items have prompted consumer demand for environmentally sound products?

true

Kathy enjoys a diet cherry vanilla Dr. Pepper after her workout each day. After about four weeks of this routine, she grows tired of the same soft drink and switches to Crystal Light lemonade. Kathy is displaying variety-seeking behavior. Group starts

self-concept.

Lifestyle is the manifestation of a person's

want customers to recognize faults in their products or brands.

Marketers would prefer suppressing problem recognition by consumers when they don't Multiple choice question.

it provides them with direct access to the consumer.

Marketing managers are interested in external information search because

the consumers, the company, the competitors, the conditions

Match the components of a market analysis (in the left column) to what the components entail (in the right column).

Prodigies matches Choice, Constantly-connected, mobile-centric tech trendsetters Constantly-connected, mobile-centric tech trendsetters Personals matches Choice, Mobile-savvy; prefer connecting with friends through direct messaging Mobile-savvy; prefer connecting with friends through direct messaging Pragmatists matches Choice, Mobile professionals who manage home and work with their phone Mobile professionals who manage home and work with their phone Talkers matches Choice, Use mobile phones mainly for verbal conversations and an occasional video call Use mobile phones mainly for verbal conversations and an occasional video call

Match the consumer segments of mobile phone users to their appropriate description.

How are competitors likely to respond if we are successful? If we are successful, which firms will be hurt?

Select all that apply During market analysis, which of the following questions should a company ask regarding competition?

It is fast and inexpensive. It is a relatively easy approach.

Select all that apply In the context of discovering consumer problems, what are two characteristics of simple intuition?

select a segment to serve group customers with similar need sets describe each group Identify product-related need sets

Select all that apply Select from the following the four steps of the market segmentation process.

-Experiential sources -Independent sources -Memory -Personal sources -Marketing sources

Select all that apply What are the five primary sources of information available to consumers?

-repeat purchase decisions -brand loyal decisions

Select all that apply What are the two categories included in nominal decision making?

-deterioration of the physical environment -government regulations

Select all that apply What two items have prompted consumer demand for environmentally sound products?

-identifying needs first followed by consumer characteristics associated with those needs -identifying ethnic groups first followed by consumption-related needs across the groups

Select all that apply Which of the following are approaches to identify need sets of groups in the process of market segmentation?

-Competitors will increase their advertising. -Competitors will reduce prices on their products.

Select all that apply Which of the following are the most likely responses from competing companies if your company is successful?

-Competitors will reduce prices on their products. -Competitors will increase their advertising.

Select all that apply Which of the following are the most likely responses from competing companies if your company is successful?

-It can often be accomplished by marketing research. -It is a complex process.

Select all that apply Which two statements about determining customers' needs are true?

-knowing how to create a marketing mix that solves consumers' problems -making consumers occasionally recognize problems -knowing the problems consumers face -suppressing problem recognition among consumers

Select all that apply. What are the four concerns marketing managers have related to problem recognition?

-select a segment to serve -Identify product-related need sets -group customers with similar need sets -describe each group

Select from the following the four steps of the market segmentation process.

customer value

The difference between all the benefits derived from a total product and all the costs of obtaining those benefits is known as

the conditions

The economic, physical, and technological context of the components

problem recognition.

The first stage in the consumer decision process is

false

The first stage in the consumer decision process is information search.

problem recognition

The first stage of the decision process is called the

generic

The kind of problem recognition that arises when a consumer is faced with a discrepancy that can be reduced by having a variety of brands within a product category is called ______ problem recognition. Multiple choice question.

purchase involvement.

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is

increase growth of Internet retail stores

The marketing department of New York Fashion clothing stores has learned that many of its customers have limited opportunities to shop during current store hours. What is one way the marketing department can address this issue?

false

The number one online shopping tool is online reviews.

the company

The organization's own capabilities

information overload

The problem of ______ on the Internet has led to the evolution of specialized tools and services to help consumers in their search and decision making.

behavioral targeting (?????)

The process through which consumer click patterns are tracked on a website to decide on banner ad placement is known as

price

The sum of money a person must pay to acquire the right to use a product is known as the product's

They can have sharply different demographics.

Identify an accurate statement about groups of customers with similar need sets.

internal

Information search by consumers, using relevant information from long-term memory, once a problem is recognized, is known as ______ search.

-mental effort -physical effort -giving up more desirable activities -money.

Information search often requires all of the following except

false.

Internet usage increases with age

the methods used to reach each group differs.

It is necessary to describe groups of customers with similar need sets in terms of demographics, lifestyle, and media usage during the process of market segmentation because

false

It is only necessary for a marketer to track consumer online complaints and comments.

the consumer decision process

According to the conceptual model of consumer behavior, what is the process by which an individual meets needs and desires that shape and are shaped by self-concept and lifestyle?

marketing communications strategy.

What message should be delivered to a target audience, the desired effect, and how to deliver it are part of a(n)

target, market.

A ____ _____ is a segment of a larger market on which a firm focuses its marketing strategies and tactics.

marketing strategy

A ______ is how a company can provide superior customer value to its target market that involves the formulation of a marketing mix.

problem is not resolved through internal search.

A consumer uses the external search process when a(n)

How will we provide superior customer value to our target market?

A firm developing a marketing strategy seeks to answer which question?

service

A firm that offers auxiliary or peripheral activities that enhance the primary product is offering a

an active problem

A problem of which a consumer is aware is

structuring the marketing mix.

After identifying a consumer problem, marketing managers can try to solve the problem by Multiple choice question.

evoked set.

All of the brands that a consumer will evaluate for the solution of a particular problem is known as the

distribution.

An element in a marketing strategy that involves making a product available in places where its target customers can purchase it is known as

marketing communications.

Any and all signals that a company provides about itself and its products through advertising, packaging, or public relations are referred to as Multiple choice question.

false

As individuals gain skills, their desires related to those skills remain the same.

extended.

Aster plans to buy a new smartphone. She has expertise in technology and stringently compares the features of different smartphones both online and in stores before purchasing. In this scenario, the decision-making process used by Aster is ______ decision making. Multiple choice question.

determine banner ad placement

Behavioral targeting is a technique used to

1. identifying the need sets related to products 2. sorting consumers into groups with similar need sets 3. describing each group of consumers with similar need sets 4. choosing one or more attractive segments to serve

Click and drag on elements in order Place the steps of the market segmentation process in the order in which they are implemented by a firm. Place the first step at the top and the last step at the bottom.

active

David is a novice when it comes to using technology. He prefers using cell phones to make and receive calls. He is put off by the complexity of using a smartphone and the frequent upgrading they require. In this scenario, since David is aware of his problem, he faces a(n) ______ problem. Multiple choice question.

Self-concept matches Choice, The totality of a person's thoughts and feelings about him- or herself The totality of a person's thoughts and feelings about him- or herself. Lifestyle matches Choice, The manifestation of the total image a person has of him- or herself The manifestation of the total image a person has of him- or herself.

Drag and drop the definitions of the concepts in consumer behavior against the corresponding concepts: self-concept and life-style.

Memory matches Choice, Personal experiences, low-involvement learning, and past searches Personal experiences, low-involvement learning, and past searches Personal sources matches Choice, Family, friends, and members of one's social group(s) Family, friends, and members of one's social group(s) Independent sources matches Choice, Government agencies, consumer groups, and magazines Government agencies, consumer groups, and magazines Marketing sources matches Choice, Websites, advertising media, and sales personnel Websites, advertising media, and sales personnel Experiential sources matches Choice, Product trial or inspection Product trial or inspection

Drag and drop the examples against the corresponding sources of information used by a consumer after problem recognition.

If we are successful, which firms will be hurt?

During market analysis, which of the following questions should a company ask regarding competition? Multiple select question. -How are competitors likely to respond if we are successful? -Which political candidates should we support? -What is the state of the economy? -If we are successful, which firms will be hurt?

the characteristics required to meet your needs.

Evaluative criteria are

consumer cost.

Everything a consumer must surrender to obtain the benefits of possessing or using a product is known as

problem recognition.

In the context of the consumer decision process, when there is a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process, this is known as

internal

In the context of the nature of information search by a consumer, external search is typically guided or limited by ______ search.

most products in developed economies fulfill more than one need.

In the process of market segmentation, marketers need to identify product-related need sets because

grouping customers with similar need sets

In the process of market segmentation, what step occurs after identifying product-related need sets?

describing customers with similar needs in terms of their demographics

In the process of market segmentation, which of the following is the step that comes after identifying customers with similar need sets that are related to a product?

Online information is expected matches Choice, Product information is anticipated to be found on a company's website. Product information is anticipated to be found on a company's website. Online information boosts offline sales matches Choice, Products are more likely to be purchased directly from the market if a company provides product-related information online. Products are more likely to be purchased directly from the market if a company provides product-related information online. Online sources are viewed as valuable matches Choice, Websites are equal to or better than traditional advertising media in many categories. Websites are equal to or better than traditional advertising media in many categories. Online sources reduce a salesperson's role matches Choice, Less purchase assistance is required by consumers who browse products online. Less purchase assistance is required by consumers who browse products online.

Match the factors that make the Internet a major avenue for searching information by consumers (in the left column) to their descriptions (in the right column). Instructions

habitual

Nominal decision making is also referred to as ______ decision making. Multiple choice question.

All of these choices are correct.

Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem. This can involve: -developing a new product. -altering an existing product. -modifying channels of distribution. -changing pricing policy. -All of these choices are correct.

the Internet

Once consumers recognize a problem, they often prefer using ______ to search for information on potential solutions.

1. identifying the need sets related to products 2. sorting consumers into groups with similar need sets 3. describing each group of consumers with similar need sets 4. choosing one or more attractive segments to serve

Place the steps of the market segmentation process in the order in which they are implemented by a firm. Place the first step at the top and the last step at the bottom.

true

Primary sources of information available to consumers include marketing sources, independent sources, personal sources, experiential sources, and memory.

customers rarely go to great lengths to secure a particular brand and expect cross-channel options.

Product distribution is essential to the success of a marketing strategy because

True. Reason: This is true. 94% of online purchases and 74% of offline purchases are preceded by an online search.

Question Mode True or False Question True or false: The majority of both online and offline purchases are preceded by an online search of information.

true.

Roughly 74 percent of U.S. adults access local information via their mobile devices including local mobile apps.

-When the firm has a high percentage of the market. -It is early in the product life cycle.

Select all that apply A firm might attempt to influence generic problems recognition when which two conditions exist?

-If we are successful, which firms will be hurt? -How are competitors likely to respond if we are successful?

Select all that apply During market analysis, which of the following questions should a company ask regarding competition?

-marketer-based information -independent sources -product experience

Select from the following those items that comprise an external search for information. (Select all that apply)

Growth of new Internet users has slowed considerably.

Select the true statement regarding Internet usage in the United States. Multiple choice question.

optimization.

Techniques designed to ensure that the web pages of a company are easily accessible to search engines and are focused in ways that increase the likelihood that they will be found are involved in search engine

the competitors

The capabilities of present and future rivals

Self-concept and lifestyle

The consumer decision process, along with the experiences and acquisitions associated with it, affects the internal and external characteristics of consumers. What aspect of the consumer is most influenced by this? Multiple choice question.

the consumers

The consumption process of potential customers

suppress

The tobacco industry is an example of a group that prefers to _____ the government-issued health warnings associated with smoking.

sales force efforts

The uncontrollable factors that affect problem recognition include all of the following EXCEPT: -household characteristics. -individual development. -financial expectations. -sales force efforts. -All of these choices are uncontrollables that affect the desired state.

may not apply to a wide range of consumers.

The use of simple intuition to identify consumer problems has an increased likelihood of failure because it

false

The way an individual perceives his or her feelings and situation to be at the present time is known as one's desired state. Group starts

inactive

Treena watches a lot of television and was happy with her cable package. She was not interested in upgrading her service but was talked into it by her cousin. Treena is now enjoying the benefits of it and getting much more out of her experience. She told her cousin she now has a system she didn't know she needed. In this scenario, Treena's problem was a(n) ______ problem.

False Reason: This is false. There are times when marketers desire to suppress problem recognition among consumers. This is one of the four concerns related to problem recognition that marketing managers face.

True or false: Marketing managers never desire to suppress problem recognition among consumers.

view-throughs.

Website visits that occur as a result of exposure to an online ad but which do not occur at the time of exposure have been termed

anxiety

What emotion is generally associated with postpurchase dissonance?

It is a temporary state of a household or an individual.

What is a true statement about purchase involvement?

It is a temporary state of a household or an individual.It is a temporary state of a household or an individual.

What is a true statement about purchase involvement?

search engines

What is considered to be the number-one online shopping tool?

bots.

When conducting an online search of information, consumers are often faced with information overload. This has led to the creation of _____ which have the ability to filter information on the Internet based on criteria set by the consumers.

It must understand its own ability to meet customer needs.

When conducting market analysis, which of the following must a company do?

after describing each group of customers with similar need sets

When does a firm select its target market for a product?

symbolic performance.

When the performance of a product relates to image-enhancement or aesthetic performance, it is known as a(n)

instrumental performance

Which dimension of product performance relates to the physical functionality of a product?

Free delivery and set-up when purchasing appliances

Which is an example of an auxiliary service?

the conditions

Which market analysis component includes consideration of the state of the economy, the physical environment, government regulations, and technological developments?

gender is a major influence on Internet use.

Which of the following demographic patterns is false? Internet use increases with income. Internet use increases with education. Internet use decreases with age. gender is a major influence on Internet use. All of these choices are false

price

Which of the following is not included in marketing communications?-Price-Advertising-Public relations-Packaging-All are included

product performance that exceeds expected performance

Which situation is the most likely to lead to consumer commitment toward a product?

-home -personal computer

Which two types of consumer purchases would typically involve an extended decision making process?

limited decision making

While grocery shopping, James comes across cheese puffs. He is reminded of his sister who loves them. Although not originally on his grocery list, he picks a large packet of cheese puffs without paying attention to the brand. Which decision-making process did James use? Multiple choice question.

Purchase involvement

_____ is when a consumer needs to consider a particular purchase that triggers a level of concern or interest in that particular purchase process. Multiple choice question.

nominal

______ decision making refers to habitual decision making in which a "do not purchase" alternative is not even considered.

consumer behavior

______ studies the processes that people use to choose, secure, utilize, and dispose of products, services, experiences, or ideas to satisfy needs and the effect of these processes on the consumer and society. Multiple choice question.