Marketing chapter 5
reference group
A purse company's ads feature the members of a popular housewives reality show. Product sales increase significantly among fans. From fans' viewpoint, the housewives reality show is a ______________.
innovators, early adopters, early mainstream adopters, late mainstream adopters, and lagging adopters
incorrect,Study Plan 5.3.3 People can be classified into the adopter categories, with each category having different values and rates of adoption. The adopter categories include ________, ________, __________, _________, and __________.
attitudes of others and unexpected situational factors
Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. These two factors are ________.
The relationship between the consumer's expectations and the product's perceived performance
__________________ determines whether the buyer is satisfied or dissatisfied with a purchase.
The buying centre
___________________ consists of many different people who play multiple roles in the buying process.
The buyer's characteristics and decision process
According to the model of buyer behaviour, what is in a buyer's "black box"?
engage customers, share marketing information, sell products and services, provide customer support services
Business marketers are increasingly connecting with customers online and through digital, mobile, and social media to ________, __________, __________, ___________, and maintain ongoing customer relationships.
market structure and demand, the nature of the buying unit, and the types of decisions and the decision process
Business markets differ in many ways from consumer markets. The main differences are in ________, __________, and __________.
all of the eight stages, including performance review
Buyers who face a new task-buying situation usually go through ________.
overall customer relationship
Companies must manage the ________, which often includes many different buying decisions in various stages of the buying decision process.
Is price a major factor or is the buying center price sensitive?
Marketers need to understand and know the answers to several key questions when dealing with buying centers. Of the following, which is NOT one of those key questions?
opinion leaders
Marketers of brands understand that they must figure out how to reach ___________________ that can exert social influence on others.
inform; legitimatize or evaluate
The second step in the buyer decision process might include seeking more information. Sources of information vary. Commercial sources normally ________ the buyer, but personal sources ________ products for the buyer.
adoption
We define the ________ process as the mental process through which an individual passes from first learning about an innovation to final adoption.
Problem recognition, general need description, product specification, supplier search, proposal solicitation, supplier selection, order-routine specification, and performance review
What are the eight steps in the business buying decision process, in the correct sequence?
Relative advantage, complexity, compatibility, divisibility, and communicability
What are the five characteristics that are especially important in influencing an innovation's rate of adoption?
Awareness, interest, evaluation, trial, and adoptio
What are the five stages of the consumer adoption process, in the correct sequence?
Individuals and households that buy goods and services for personal consumption
Which of the following correctly defines the consumer market?
Vendor-managed procurement
Which of the following is NOT a type of e-procurement?
Commercial
Which of the following is NOT among the major factors influencing consumer buying behaviour?
Improving customer-supplier relationships
Which of the following is NOT one of the typical advantages of e-procurement systems?
systems selling
Which of the following is often considered a key business marketing strategy for winning and holding accounts?
Suppliers being pitted against one another
________________ is one problem with business-to-business e-procurement.
need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour
Which of the following lists the five steps of the buyer decision process in the correct order?
A new task situation
Which type of business buying situation offers marketers not only the greatest opportunity, but also the greatest challenge?
