MKTG 4410 FINAL

List and briefly describe the four steps involved in market segmentation.

(1) identify product-related need sets, (2) group consumers with similar need sets, (3) describe each group (in terms of demographics, media preferences, andlifestyles) (4) select attractive segments to serve

The capacity of STM is thought to be in the range of __________ bits of information.

5 to 9

Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at this step of marketing strategy development?

All of these choices are correct.**** competitors' capabilities and strategies the company's own ability to meet customer needs consumers' needs conditions in the market

Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the highest education levels and median household incomes. Which ethnic group meets these criteria?

Asian Americans

Name and describe the six roles that frequently occur in family decision making.

Bargaining​ Impression Management​ Use of Authority​ Reasoning​ Playing on Emotion​ Additional Information​

Christina lives in Hong Kong, with her husband and young children. She has a nice career with a high-tech company and commutes daily from her private estate outside the city center. She and her family love electronic gadgets and are often the first to adopt any new consumer technology that comes into the market. To which global lifestyle segment identified by Experian's Mosaic Global system does Christina belong?

Career and Family

__________ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Elaborative activities

Name five possible characteristics of an appeal that would influence or change attitudes.

Fear appeals, humorous appeals, comparative ads, emotional appeals, and value-expressive/utilitarian appeals are types of appeals that affect attitudes.

Compare and contrast the Census Bureau's definitions of a household, a family household, and a nonfamily household.

Household​-Consists of all the people who occupy a housing unit (a house, apartment, group of rooms, or single room designed to be occupied as a separate living quarters).​ Family Household​-One having at least two members related by birth, marriage, or adoption, one of whom is the householder (householder owns or rents the residence).​ Nonfamily Household​-A householder living alone or exclusively with others to whom he or she is not related.​

What is a self-concept? What are the four types of self-concept?

It is the totality of the one's thoughts and feelings toward one's self. It is one's attitude towardone's self. The private self refers to how I do or would like to see myself. The social self refers tohow I am or would like to be seen. The actual self refers to how I think I am now and the ideal selfis how I would like to be.

List and briefly describe applications of consumer behavior.

Marketing Strategy​-product, price, promotion, distribution,service ​ Regulatory Policy​- ​ Social Marketing​ ​ Informed Individuals

__________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.

Product placement

Carlos was born in the United States to immigrant parents. He has a higher income and education than his father, is more likely to identify himself as an American, speaks Spanish and English fluently, and is less likely to ascribe to traditional values than his parents. According to the Pew Hispanic Center, to which generation of Hispanic adults does Carlos belong?

Second-generation adults

Maslow's hierarchy of needs is based on which premise?

Some motives are more basic or critical than others. All of these choices are correct.**** All humans acquire a similar set of motives through genetic endowment and social interaction. As the basic motives become satisfied, more advanced motives come into play. The more basic motives must be satisfied to a minimum level before other motives are activated.

David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David?

Thinkers

Maria's grandparents immigrated from Mexico, but her parents were both born in the United States. She has an MBA and earns the highest income in her family, she identifies herself as an American, speaks English as her primary language, and does not ascribe to the traditional values of her grandparents. In terms of the Pew Hispanic Center's generations of Hispanic adults, to which generation does Maria belong?

Third-generation adults

Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. To which PRIZM group does Carl belong?

Young & Rustic

Bob is a consumer who strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile, and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior?

achievement motivation

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of

advertising wearout.

Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?

affective

Coca-Cola is highly successful in marketing its beverages outside of the United States. Which factors do they use to adapt within and across countries where they do business?

affordability ethical implications cultural homogeneity All of these choices are correct.***** infrastructure

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n)

aspiration reference group.

Robert and his wife, Jan, were both born in the 1950s. The last of their three children will graduate from college soon, which is leaving them with increased discretionary income and time. To which generation do Robert and Jan belong?

baby boom generation

Yoga instructors and elite athletes are recruited by lululemon to teach classes in exchange for free lululemon clothing. These __________ promote the lululemon brand and encourage others to purchase lululemon merchandise.

brand ambassadors

Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?

central route

For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?

change beliefs

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of

chunking

Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

classical conditioning

An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?

comparative ad

Color and the nature of the programming surrounding the brand's advertisement are examples of __________ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

contextual cues

Bob is in the 6th grade. His family does not own a computer, and he really needs one to do his homework. He also wants one so he can play some of the games he hears his friends talking about. His parents realize that he needs a computer, but they really have no need for one and probably will never use it. Since they don't know much about computers, they are letting Bob do all the research and asked him to find the options that will meet his needs. However, his parents are the ones who will make the final decision on how much to spend and which computer to purchase. In terms of the family purchase roles, which role do Bob's parents play?

decision maker

Dale has to write a research report about Poland in his International Marketing class. One aspect he must learn about the country is its size, structure, and distribution. What does this represent?

demographics

Define green marketing and explain what is meant by "greenwashing."

developing products whose production, use, or disposal is less harmful to the environment than the traditional versions of the product; greenwashing - promoting environmental benefits that are unsubstantiated and on which they don't deliver.​

Budweiser is a popular brand of beer. Part of this company's market research of U.S. consumers looked at education levels of beer consumers. What education level is the likely consumer of beer (that with highest propensity to buy and consumer beer) to have attained

did not graduate high school

Bob is somewhat of a loner in high school. He really despises the school "jocks" that seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n)

dissociative reference group.

Ray is retired, and he and his wife are both in their late 60s. They are healthy, active, and financially well-off. They purchased an RV and plan to travel to all of the continental United States. Which stage of the household life cycle describes them?

empty nest II

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?

exposure

Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's

extended self.

A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial... don't you wish everyone did?" Which type of appeal does this illustrate?

fear appeal

Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, they only purchase grain from organic farms. They state on their packages that "organic farming helps keep our food pure and protects our land and water from harmful substances. By supporting dozens of small organic farms, Health Valley helps protect a way of life for these family farmers, and helps ensure a safer and healthier Earth for you and your children." This is an example of

green marketing.

Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a

group

What is a dissociative reference group? In what way can dissociative reference groups influenceconsumer behavior?

groups with negative desirability and can effect consumer behavior by giving a product or service a negative connotation

Carlos is attempting to segment the market for his company's products. Where should he begin?

identify product-related need sets

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?

implicit memory

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

importance

What is an aspiration reference group? How can an aspiration reference group influence behavior?

individuals frequently purchase products thought to be used by a desired group in order to achieve actual membership in the group. this can influence buyer behavior by making buyers purchase more products just because of the influence

Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent?

injurious consumption

Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make them something else. Which type of self-concept does Barbara have?

interdependent self-concept

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n)

laggard

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

motivation

Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her

need for tension reduction.

Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive?

need to categorize

Kellogg recently dropped Olympic swimmer Michael Phelps as a celebrity endorser. Kellogg's decision was based on

negative behavior involving the celebrity.

Eric and Elizabeth live together in the same apartment but are not married. According to the Census Bureau, which type of household do they represent?

nonfamily household

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?

normative

Karen's father is an executive for a major international corporation and has been transferred to various countries over the years. With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she attends, there are students from all over the world whose parents have jobs similar to Karen's father. With each new school, Karen spends the first few weeks merely observing the other students to learn which behaviors are appropriate in specific situations because she's learned that at each school the kids behave differently. Karen is attempting to learn that student body's specific __________ regarding behavior.

norms

Barbara is an individual who usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing?

serenity

Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent?

sincerity

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as

smart banners

Banana Republic is promoting high-end accessories in its "The Company We Keep" collection. This may help consumers recognize Banana Republic's personality dimension as __________?

sophistication

The Martins' household income is $123,000 per year. However, this family estimates that they have $45,000 available to spend on nonessentials such as vacations and entertainment. The $45,000 represents the Martins'

subjective discretionary income (SDI).

Target, the national retailer, is opening several new stores in predominantly Hispanic communities. Explain how Target should modify its business to adequately serve the needs of this market.

target should internally be more diverse and meet the needs of the community for example hiring bilangual employees offering systems and other things in the store in spanish

A family purchase decision differs from an organizational decision in

the level of emotion involved.

What is the extended self?

the things we are connected to, or make us who we are

Catherine is married and a mother of two children. She has decided to forego her own career to stay home with her children until they are grown and on their own. Both she and her husband have decided that it is best for their family for him to assume the responsibility for providing financial security for them while she takes care of the home and family. Catherine would be classified as which type of woman?

traditional

An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?

utilitarian appeal

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

voluntary

Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed

voluntary simplicity.

What are zipping, zapping, and muting? Why are they a concern to marketers?

when one fasr-forwards through a comercial on prerecorded program; involves switching channels when a commercial appears; silencing tv when commerciails appear. this is a concern to marketers because their ads are being ignored and money waisted.

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

word-of-mouth

Buzz is a self-employed construction worker. He is proud of his ability to do "real work" and sees himself as the often-unappreciated backbone of America. He dislikes the upper-middle class and prefers products and stores positioned toward his social-class level. Which term best describes Buzz?

working-class aristocrat

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as

zipping