MKTG 315 exam 1

2nd level of buyer behavior

within groups or others

Using "Priming Effects" to Increase Sales of a Large Popcorn ($10), I should Price a Medium Popcorn at $____ if a Small is $5:

$8.50

Buyer Behavior Decision Process

Problem Recognition, Information Search, Alternative Evaluation and Selection, Outlet Selection and Purchase, Post Purchase Processes

How is Cognitive Age Measured?

Process of Describing and Explaining the Attitudes, Values, and Behaviors of an Age Group as well as Predicting its Future Attitudes, Values, and Behaviors

What are the Major Outcomes for the Firm of the Marketing Process and Consumers Response to it?

Product Position, Sales and Profits, Customer Satisfaction

Marketing Mix:

Product, Communications, Price, Distribution, Service

Pre-Depression Generation:

Refers to those Individuals Born Before 1930, Some 6 Million Americans, As a group, they are Conservative and Concerned with Financial and Personal Security, High Mortality is Shrinking its Size Rapidly

Which Type of Subculture arises as a Result of Climatic Conditions, the Natural Environment and Resources, the Characteristics of the Various Immigrant Groups that have settled there, and Significant Social and Political Events?

Regional

Self-Oriented Values:

Religious / Secular, Sensual Gratification / Abstinence, Postponed / Immediate Gratification, Material / Non-Material Hard Work / Leisure, Active / Passive

America is basically a _______ Society:

Secular

The Index of Social Position gives the following Weights to Occupation and Education: 7; 4 A Cultural Value that Predicts why Coupon Redemption Rates are Low is:

Self-Construal

Eva is Concerned How her Marketing Activities will Influence Individual Consumers as well as Society at Large. Eva is Implementing:

SocialMarketing

Shades of Green Market Segments:

Some are Highly Motivated Overall and Will Pay More for Eco-Friendly, Some are Motivated by Efficiency, Practicality, and Family, Some are Very Dismissive of Environmental Concerns

A Want:

Specific Desire that Spells Out a Way a Consumer can go about Addressing a Recognized Need

The US Census Bureau Overall Projections of Ethnic Subculture Size Understates the Importance of Ethnic Groups to __________:

Specific Geographic Regions

The More Consistent someone is on all Status Dimensions, the Greater the degree of ______ for that person:

Status Crystallization

Born-again Christians are characterized by a:

Strong Belief in the Literal Truth of the Bible, A Very Strong Commitment to their Religious Beliefs, Having had a "Born-Again" Experience, Encouraging Others to Believe in Jesus Christ

The Catholic Church is Highly ________:

Structured and Hierarchical

Exchange:

The Acting Out of a Decision to Give Something Up in Return for Something Perceived to be of Greater Value

Successfully Convincing you that the 2+2=5 is a Behavioral Concept formally known as:

The Asch Phenomenon

Status Crystallization:

The Degree of Consistency of an Individual on All Relevant Status Dimensions

What is Customer Value?

The Difference Between All the Benefits Derived from a Total Product and All the Costs of Acquiring those Benefits

Secular Society:

The Educational System, Government, and Political Process are Not Controlled by a Religious Group, and Most People's Daily Behaviors are Not Guided by Strict Religious Guidelines

Cause Related Marketing (CRM):

The Process of Describing and Explaining the Attitudes, Values, and Behaviors of an Age Group as well as Predicting its Future

Cohort Analysis:

The Process of Describing and Explaining the Attitudes, Values, and Behaviors of an Age Group as well as Predicting its Future

A Consumer's Environment-Oriented Values Include the Environment, Technology, and __________:

economic values

T/F: Consumers' Effort to Reduce their Reliance on Consumption and Material Possessions is called Dematerialization.

false- anticonsumption

Buyer behavior

it is important to: predict behavior

Product Position:

An Image of the Product or Brand in the Consumers Mind Relative to Competing Products and Brands

Regional Subculture:

A Geographic Region with Behaviors and Values that Differ from Other Areas of the Country,

Cognitive Age:

A Group of Persons who have Experienced a Common Social, Political, Historical, and Economic Environment

Subculture:

A Group with a Culture that makes them Different than the Dominant Culture

Why is Customer Value Important to Marketers?

A Marketer Must Understand Value from a Customer's Perspective

Describe the Process of Market Segmentation:

A Portion of a Larger Market whose Needs Differ from the Larger Market

When the Mature Market Played GTA V for the First Time, they are _______ to Consumption Practices of a Younger Generation:

Acculturating

Which of the following is a Current American Value?

Active

When did Americans Place More Emphasis on Leisure, Immediate Gratification, and Sensual Gratification?

After World War II

Social Marketing is Designed to:

Alter or Create Behaviors that have a Positive Impact on Consumers or Society

Roughly _____ Percent of American Adults are Roman Catholic:

21

What is Required to Provide Superior Customer Value?

A Consistent Marketing Mix, which Includes the Product, Communications, Price, Distribution, and Service

Social Marketing:

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

Cultural Values:

Are Widely Held Beliefs that Affirm what is Desirable

Eva is Concerned How her Marketing Activities will Influence Individual Consumers as well as Society at Large. Eva is Implementing:

Asch Phenomenon

Ascribed Roles:

Based on an Attribute Over which the Individual has No Control

Generation X:

Born Between 1965 and 1976, The First Generation to be Raised in Dual-Career or Single Parent Households, They are the first American Generation to Seriously Confront the Issue of "Reduced Expectations", Is Highly Educated, with More Xer Women Highly Educated than their Male Counterparts, More Entrepreneurial and Less Prone to Devote their Lives to Large Corporations, Relatively High in Technology Use

Generation Y:

Born Between 1977 and 1994, 79 Million, The First Generation to Grow up with Virtually Full-Employment Opportunities for Women, with Dual-Income Households the Standard

Generation Z:

Born Between 1994 and 2009, Best Characterized as Teens and Tweens, Labeled the Digital Natives, Generation @, and the Net Generation, Values Personal Responsibility, Civic Engagement, and Diversity

Baby Boomer Generation:

Born Between the End of World War II and 1964, 80 Million Baby Boomers,

The Distinct Cultures within Each Regional Subculture Arose Due to:

Climatic Conditions, the Natural Environment and Resources, the Characteristics of the Various Immigrant Groups that have Settled in each Region, and Significant Social and Political Events

One's Perceived Age, Part of their Self-Concept, is known as _______ _____:

Cognitive Age

Rules to Using Stereotypes:

Consciously Held, Descriptive rather than Evaluative, Accurate, First Best Guess Prior to Acquiring Info, Modified based on Further Observation

The What, Why, When, Where, and How of Consumer Purchases are Examined in:

Consumer Behavior

Voluntary Simplicity:

Consumers' Efforts to Reduce their Reliance on Consumption and Material Possessions

Recent Changes to the Nutrition Facts Panel is Most Likely to have a Positive Impact on:

Consumers' Overall Well-Being

Most Economically Developed Societies are Legitimately Referred to as a:

Consumption Economy

Buyer Behavior External Influences:

Culture, Subculture, Demographics, Social Status, Reference Groups, Family, Marketing Activities

Social Standing is:

Derived and Influences Behavior

What Does an Effective Communications Strategy Require?

It Requires Answers to the Following Questions: With Whom, Exactly, Do We Want to Communicate?What Effect do we want our Communications to have on the Target Audience?What Message will Achieve the Desired Effect on our Audience?What Means and Media should we Use to Reach the Target Audience?When Should we Communicate with the Target Audience?

Dirty Consumption Leads to:

Deviant Subcultures

What are the Major Outcomes for Society of the Marketing Process and Consumers Response to it?

Economic Outcomes, Physical Environment Outcomes, Social Welfare

Generation Z are Riskier than Gens X and Y?

False

Marketing Decisions and Regulations are based on Exact Knowledge of Consumer Behavior:

False

Green Marketing:

Generally, Involves One or More Strategies: -Developing Products whose Consumption, Use, or Disposition is Less Harmful to the Environment than Traditional Versions of the Product, -Developing Products that Have a Positive Impact on the Environment, -Tying the Purchase of a Product to an Environmental Organization or Event

Men are More Involved than ever in Grocery Shopping because of _______:

Generational Shifts, Economics (Recent Recession), Masculine/Feminine Values

Which of the following is NOT an External Influence on Consumer Behavior?

Perception

The Health Hermits of the Mature Market have the Following Characteristics:

Good Physical Well-Being, Decreased Psychological Well-Being

As Green Claims Increased in Number and Scope, the FTC Developed the ______ ______ to Help Alleviate Concern Over the Potential for Marketers to Mislead Consumer:

Green Guides

In order to Utilize a Stereotype, Marketers must Realize that they Describe a ______ ______ and Should only be ________:

Group Norm, Descriptive

Which of the Following is not an Application of Consumer Behavior?

HR Management

It is Not just Individuals, but ___, ___, and ___ that Influence the Decisions we Make:

Households, Families, Groups

Consumer Lifestyle:

How One Lives

Marketing Strategy Will Answer the Question

How Will We Provide Superior Customer Value to Our Target Market

Market Segmentation Steps:

Identifying Product Related Need Sets, Grouping Customers with Similar Need Sets, Describing Each Group, Selecting an Attractive Segment to Serve

How does Subjective Discretionary Income Affect Purchases?

If Consumers Feel that their Discretionary Income is Low, they may Postpone an Expensive Vacation, Purchase of Season Sports Tickets, or the Purchase of a New Car

A Household's Purchasing Power is a Result of its _______ and _______:

Income, Accumulated Assets

1st Level of Buyer Behavior:

Individual per person basis

The Marshmallow Test Illustrates How People Value ______ _______ because _______ Gratification is More _______.

Instant Gratification, Delayed, Effortful

What is a Total Product?

It Outlines Products on Four Dimensions, Allowing Companies and Salespeople to Better Understand How to Market and Sell Products

Buyer Behavior Internal Influences:

Perception, Learning, Memory, Motives, Personality, Emotions, Attitudes

The Mature Market Includes which of the following?

Pre-Depression, Depression, Baby Boomers

What is Involved in the Consumer Analysis Phase of the Market Analysis?

Knowing the Consumer Requires Understanding the Behavioral Principals that Guide Consumption Behaviors

Ethnicity:

Learned Cultural Behavior, Can be Altered with Choice, Beliefs

Do these Marketing Implications Vary by Product Class?

Luxury Products seem More Likely to be Affected by Voluntary Simplicity than are Necessities, though Within-Category Differences could also Exist

What are the Four Major Uses or Applications of an Understanding of Consumer Behavior?

Marketing Strategy, Regulatory Policy, Social Marketing, Informed Individuals

Which of the following is a Self-Oriented Value?

Material/Non-Material

Other-Oriented Values:

Me / We, Diversity / Uniformity, Youth / Age, Compete / Co-Op

Subjective Discretionary Income:

Measures How Much Money Consumers feel they have Available for Nonessential Purchases

The Popularization of the KFC "bucket hat" is one visualization of the _______'s Social Identity:

Meme Core

Stereotypes can be Helpful to Marketers if they are ______ based on Further Observation:

Modified

What are the Major Outcomes for the Individual of the Marketing Process and Consumers Response to it?

Need Satisfaction, Injurious Consumption

Do All Members of a Culture Share Cultural Values?

No, but they are Common to the Main Body of the Culture even though there are Significant Variations between Subcultures

Which of the following is the Most Widely Applied Single Cue We Use to Initially Evaluate and Define Individuals We Meet?

Occupatio

Injurious Consumption:

Occurs When Individuals or Groups make Consumption Decisions that have Negative Consequences for their Long Run Well-Being

Market Orientation:

Organizational Culture that Focuses on Consumer Needs and Embodies the Importance of Creating Value for Customers

Black and Decker Engineers Suggested a Line of Pink Drills for Women. This is a Wrong Assumption of their _________ Values:

Other-Oriented Values

Reactions:

Over Time, the Consumer Evaluates the Costs and Benefits and Reacts to the Purchase in Some Way

How is the Field of Consumer Behavior Defined?

The Study of Individuals, Groups, or Organizations and the Processes they Use to Select, Secure, Use, and Dispose of Products, Services, Experiences, or Ideas to Satisfy Needs and the Impacts that these Processes have on the Consumer and Society

Consumer Decision Process:

There are External and Internal Influences as well as Self-Concept and Lifestyle that all Play Roles in the way a Consumer Makes a Decision.

What Conclusions can be Drawn from the Examples at the Beginning of this Chapter (1)?

There are Many Different Influences and Reasons as to Why Consumers Behave the way they do, Whether it is External Influences, Internal Influences, or their Lifestyle

What are Some of the Major Marketing Implications of the Changing Role of Women?

There is an Increased Importance on: Convenience, More Independence in Purchase Decisions, Increased Male Involvement in Shopping and Household Duties, Increased Importance of Leisure, Increased Affluence of Dual Earner Households

Gender Role:

These Roles are Ascribed Roles based on a Person's Gender, They are the Behaviors Considered Appropriate for Males and Females in a Given Society

Demographics:

They Describe a Population in Terms of its Size, Distribution, and Structure

What does the Consumption of a Product like Nike Shoes Mean to the Poor Consumer?

They Serve as a Visible Symbol that they are Back and Successful

Ethnic Subculture:

Those Whose Members' Unique Shared Behaviors are Based on a Common Racial, Language, or Nationality Background

Reactions Involve:

Thoughts and Feelings

Consumer Behavior Includes All the Decisions a Consumer makes when Spending their ___and___.

Time and Money

The Following Expression Represents Which Marketing Strategy Concept: People don't want to buy a 1/4-inch drill, they want to buy a 1/4 inch hole:

Total Product

Environment-Oriented Values:

Tradition / Change, Risk / Security, Solving / Fatalistic, Perform / Status

Needs, Wants, Exchange, Costs/Benefits, Reactions yield what?

Value

Consumer Behavior is a Set of ___ ___ ___ that takes Place as People go about Addressing Their Real Needs:

Value-Seeking Activities

What are the Marketing Implications of Voluntary Simplicity?

Voluntary Simplicity Involves a Small Segment of the Overall Population, its Growth Holds Economic and Marketing Consequences

What Trend(s) Characterizes the Occupational Structure of the United States?

Women are Increasing their Participation in the Labor Force, Jobs are Shifting to WhiteCollar/Technical and Away from BlueCollar

Which Social Class Consists of Skilled and Semi-Skilled Factory, Service, and Sales Workers?

Working Class

Henry is a Self-Employed Construction Worker. He Dislikes the Upper Middle Class and Prefers Products and Stores that Positioned to his Social Class Level. What Term Describes Him?

Working Class Aristocrat

Which of the following is an Internal Influence on Consumer Behavior?

attitudes

Race:

can't change

Brandon 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

Which of the following are Not Reasons behind the Existence of Subcultures in the U.S.?

personality variances

Employees Market to Their Values too:

tru e

Employers "Market" to your Values too:

true