strategic marketing 8/30

Which of the following statements is true regarding the overall model of consumer behavior

A consumer's self concept and lifestyle influence his or her needs and desires

The fact that Americans are prone to engage in physical activities and to take an action- oriented approach to problems can be explained through which self-oriented value dichotomy

active/passive

John purchases and is satisfied with his SUV because he believes that it provides greater crash safety than a sedan even though this is not technically true. John's satisfaction is based on the distinction between

actual need fulfillment and perceived need fulfillment

Which of the following is used by firms to influence consumers

ads, packages, store environments, sales pitches (ALL)

Disney World in Orlando, FL has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and they put on funny little skits when they are waiting on customers. Which of the following best describes what Disney is selling?

an experience

Tracking consumers' online activity and delivering specific banner ads based on that activity is known as

behavioral targeting

How can an organization provide superior customer value to customers

by doing a better job of anticipating and reacting to customer needs than the competition does

Which of the following statements is false regarding youth and age

children in all countries have a significant influence on purchases

In which country is the concept of guanxi, which involves personal relationships, an important consideration

china

Which of the following is not evaluated when analyzing a company's own ability to meet customer needs?

competitors

Which of the following is a component of a market analysis?

conditions

Marketing strategy begins with

conducting a market analysis

One primary function of Harriet's job is to study individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of her company's products and services to satisfy needs and the impacts that these processes have on the consumer and society. Harriet works in the field of

consumer behavior

__________ is everything the consumer must surrender in order to receive the benefits of owning/using the product

consumer cost

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

cultural homogeneity, ethical implications, affordability, infrastructure

Marketers that wish to expand internationally need to understand a culture"s widely held beliefs that affirm what is desirable. To do this, marketers should study

cultural values

__________ is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society

culture

In the United States, promptness is considered a virtue. Americans are expected to be on time to an event, and they expect others to do so as well. Which aspect of culture best explains this behavior

culture is acquired, that is, it is learned

Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her

customer value

__________ describes a population in terms of its size, structure, and distribution

demographics

Talbot's is a women's clothing store that offers classic fashions at a slightly premium price (i.e., a wool skirt typically costs over $100). During the process of market segmentation, Talbot's identified a group of consumers who are larger than average women yet still want stylish clothing. Further research into this segment revealed that these women tend to be between the ages of 35 and 50, are career oriented, have a household income over $50,000, and are married with children under the age of 18 living at home. This group is also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe

describing each group

Which element of the marketing mix is concerned with having the product available where target customers can buy it

distribution

__________ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location

distribution

The United States is comprised of a culture that accepts a wide array of personal behaviors and attitudes, foods, dress, and other products and services. Thus, the United States values

diversity

Sam has learned that a country to which his company desires to expand places a high value on cleanliness and admires nature immensely. Which category of cultural values does this represent

environment-oriented

__________ represents generally accepted ways of behaving in social situations

etiquette

__________ tend to feel they don't have control over the outcome of events

fatalists

Which one of the four segments of world citizens feels positively about international brands because they view them as a signal of higher quality

global citizens

Which one of the four segments of world citizens feels positively about international brands, values their symbolic aspects, and is less concerned about corporate responsibility

global dreamers

Jake is in the market for a new car. He's looking at brands such as Mercedes, Lexus, and BMW because he feels they tell other people that he's successful in life. This is an illustration of which value

individualism

__________ occurs when individuals or groups make consumption decisions that have negative consequence for their long-run well-being

injurious consumption

James used his birthday money to buy a skateboard so that he can be out with his friends at the park skateboarding. Which type of materialism does this represent

instrumental

__________ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them

lifestyle

Karen was at the checkout at the grocery store and remembered that she was out of chewing gum that she normally likes to keep in her purse. Without much thought, she grabbed two packages of the gum she likes. What type of consumer decision does this illustration

low-involvement decision

Smaller women like to purchase fashionable clothes just as much as any women. However, most clothes are not proportioned for their smaller size and do not fit well. As a result, several manufacturers offer "petite' sizes of clothing for this group of consumers. Women who comprise this group have needs that differ somewhat from the total market and represent a

market segment

__________ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products

marketing communications

The product, price, communications, distribution, and services provided to the target market is referred to as the

marketing mix

Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective marketing manager. Which application of consumer behavior does this represent?

marketing strategy

What is the largest single influence on the movement toward uniformity in the global youth market

mass media

Which of the following is enabling the growth of a global culture

mass media, work, educatiom, travel (ALL)

Which time perspective views time almost as a physical object believing that a person does one thing at a time

monochronic time perspective

Which term reflects the fact that most products in developed economies satisfy more than one need

need set

Which of the following is not a critical question for developing marketing communications

none (who do we want to communicate with, what effect do we want to have, what message will achieve the desired result, what media should we use ARE ALL CRITICAL)

Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding internationally. Which of the following is a cultural factor that affects consumer behavior and marketing strategy that Howard Industries needs to be aware of

nonverbal communications

Nicholas is examining how people in India perceive time, space, symbols, relationships, agreements, things, and etiquette. He is interested in these factors because they influence

nonverbal communications

The boundaries that culture sets on behavior are called

norms

__________ values reflect a society's view of the appropriate relationships between individuals and groups within that society

other-oriented

Which is not an external influence on consumer behavior

perception

The nearness that others can come to you in various situations without your feeling uncomfortable is known as

personal space

Kate Spade is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine

personality

A culture that tends to view time as being less discrete and less subject to scheduling, views simultaneous involvement in many activities as natural, allows activities to occur at their own pace rather than according to a predetermined timetable is adhering to a _________ time perspective

polychronic

Rod is surveying consumers to gain a better understanding of his restaurant's image relative to competing restaurants. Rod is concerned with his restaurant's

position

Amy purchased a new 32" LCD high-definition television and paid $400 for it. This amount of money Amy had to pay to obtain this product is known as the

price

A(n) __________ is anything a consumer acquires or might acquire to meet a perceived need

product

__________ is based on the cost of a standard market basket of products bought in each country

purchasing power parity (PPP)

Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance?

risk taking/security

Which outcome of marketing strategy produces the revenue necessary for the firm to continue in business

sales and profits

Violation of cultural norms results in __________, or penalties ranging from mild social disapproval to banishment from the group

sanctions

Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target. Which step of market segmentation is Juan conducting

selecting an attractive segment(s) to serve

The totality of an individual's thoughts and feelings about him- or herself is known as

self-concept

__________ values reflect the objectives and approaches to life that the individual members of society find desirable

self-oriented

Which of the following is not a step in market segmentation

set budget

The rise of social media has

shifted power from marketers to consumers and helped marketers like CVS listen and adapt to consumers in real time

The population of the United States is over 320 million people. With respect to demographics, this number represents

size

__________ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole

social marketing

Which of the following is a societal outcome of marketing strategy and consumer behavior

social welfare

John and his wife love art and travel the world to purchase artwork that is representative of a country's culture. Which type of materialism does this represent

terminal

Which of the following countries tends to value individualism over collectivism

the United States

Which of the following is not an example of an other-oriented value

tradition/change

Which one of these factors is not true regarding glocalization?

uniformity is always possible