The Framework for Consumer Analysis

Which of the following is overt in nature?

Behavior

A consumer receives a free sample of a new liquid detergent in the mail, tries it out, likes it, and then purchases it. In this case, a change in the consumer's cognition led to a change in behavior, which led to a change in the consumer's environment.

False

Attitude refers to the mental structures and processes involved in thinking, understanding, and interpreting stimuli and events.

False

Consumer analysis is the "hub" or center of the Wheel of Consumer Analysis

False

Consumer environment excludes other physical stimuli, such as stores, products, advertisements, and signs, that can change consumers' thoughts, feelings, and actions.

False

Consumer research and analysis becomes redundant when a strategy has been implemented.

False

In the Wheel of Consumer Behavior, cognition refers to their feelings about stimuli and events, such as whether they like or dislike a product.

False

Marketers analyze that the company offering superior quality is one way of influencing consumer affect.

False

Once the marketer has successfully effected a change, he/she can be assured that the change will be permanent.

False

One implication of viewing consumer processes as a reciprocal system is that consumer analysis can be used to analyze only groups of consumers that make up a target market.

False

Shopping at stores or on the Internet, buying products, and using credit cards are all examples of consumer affect.

False

The Wheel of Consumer Analysis is a tool that is only capable of identifying the changes in the environment, cognition and affect, and behavior that interact to create changes in societies in general.

False

The first implication of viewing consumer processes as a reciprocal system is that any analysis of consumers must consider all three elements as separate entities with exclusive influences on consumer behavior.

False

Behavior is critical for marketing strategy because only through behavior can sales be made and profits earned.

True

Consumer behavior is also called overt behavior to distinguish it from mental activities, such as thinking, that cannot be observed directly.

True

Essentially, marketing strategies are introduced into an environment in an attempt to influence consumers.

True

Liking McDonald's french fries or disliking Bic pens are examples of affective responses.

True

The Wheel of Consumer Analysis can be used to analyze the relationships of a company and its competitors with consumers in specific industries.

True

The consumer environment is important to marketing because it is the medium in which stimuli are placed to influence consumers.

True

The consumer environment refers to all external forces that exert influence upon what consumer's think, feel, and do.

True

Wheel of Consumer Analysis can be used to analyze the consumption history, a single purchase, or some aspect of a purchase for a specific consumer.

True

A consumer, dissatisfied with his or her current brand of laundry detergent, selects one that promises to get white clothes whiter. In this example, a change in _____ led to a change in the consumer's environment, which led to a change in _____.

affect, behavior

Consumer _____ and _____ refer to two types of mental responses consumers exhibit toward stimuli and events in their environment.

affect; cognition

In its use of the Wheel of Consumer Analysis, marketing seeks to elicit change through:

appeal.

_____ refers to the physical actions of consumers that can be directly observed and measured by others.

behavior

_____ refers to the mental structures and processes involved in thinking, understanding, and interpreting stimuli and events.

cognition

As a result of the reciprocal nature of the consumer process, all of the following can be deduced, EXCEPT:

comprehensive analysis of consumers need include a minimum of two elements and their relationships.

The development of successful marketing strategies requires research into and analysis of all of the following EXCEPT:

consumer competition.

Physical stimuli such as stores, products, advertisements, and signs, that can change consumers' thoughts, feelings, and actions are example of _____.

consumer environment

_____ includes many types of studies, such as test marketing, advertising pretests, sales promotion effects, analysis of sales and market share data, pricing experiments, traffic and shopping patterns, surveys, and many others.

consumer research

Successful marketing strategies are based upon an accurate understanding of the _____ of/ for both the companies and the competitors.

consumer-product relationships

Consumer research includes the following types of studies EXCEPT:

cost-benefit analysis.

A consumer sees an ad for a new laundry detergent that promises to clean clothes better than Tide. This ad changes what the consumer thinks about the new brand and leads to a purchase of it. In this case, a change in the consumer's _____ led to a change in cognition.

environment

In studying marketing strategy, the marketer is most interested in:

identifying those consumer variables that impact the success of a marketing strategy

Successful marketing strategies can result from all of the following EXCEPT:

increasing the annual budget for the advertisements.

Production and sale of shoes that vary in design, features, and price to appeal to groups of consumers that are similar in some ways, could be explained through:

market segmentation.

A _____ is a set of stimuli placed in consumers' environments designed to influence their affect, cognition, and behavior.

marketing strategy

From a consumer analysis point of view, a(n) _____ is a set of stimuli placed in consumers' environments designed to influence their affect, cognition, and behavior.

marketing strategy

A comprehensive consumer analysis:

must continuously monitor changes in all three elements of the consumer process.

Consumer analysis may be used to analyze all of the following EXCEPT:

organizational change.

Although many marketing strategies are designed to influence consumers' affect and cognition, these strategies must ultimately result in _____ consumer behavior to have value for the company.

overt

The BASIC task of marketing strategy is to:

positively influence consumer behavior.

The study of cognition includes an analysis of the processes associated with all of the following EXCEPT:

predicting competition's prices.

Consumer processes not only involve a dynamic and interactive system but also represent a _____ system.

reciprocal

In a(n) _____ system, each system element can be either a cause OR an effect of a change at any particular time.

reciprocal

Political parties/candidates are MOST likely to use the Wheel of Consumer Analysis as a tool to change:

society

While consumer analysis may begin with any element of the process, it is assumed that marketers TEND to start with an analysis of:

specific overt behaviors needed to achieve objectives.

Products, brands, packaging, advertisements, coupons, stores, credit cards, price tags, salespeople's communications, and, in some cases, sounds (music), smells (perfume), and other sensory cues are examples of _____ used in marketing strategy.

stimuli

The change in societal attitudes toward smoking demonstrates:

that political/health activists well understand the use of marketing tools.

All of the following are elements of affect EXCEPT:

values.