Ch 5 video assignment

The most basic determinant of a person's wants and behavior are embedded in a consumers __________.

culture

Students purchasing items with the college logo most likely represent consumers involved in which type of buying behavior?

habitual

IMG World provides college students with new, relevant media, making which stage of the consumer buyer behavior process easier for the consumer?

information search

A popular football player at a college who is able to influence the buying decisions of fans would best be described as a(n) __________.

opinion leader influence

Given the three potential target markets' different profiles, which target market do you recommend to be PowerShirt's primary target market? - Frugal Fitness - Fitness Fanatics (Best Choice) - Wanna-Be Fits

Fitness Fanatics

Need Recognition

On her way into work this morning, Jackie dropped her mobile phone and now it will not turn on.

Information Search

Once Jackie gets into the office, she asks her coworkers what they like and dislike about their mobile phones.

Which of the following is the PowerShirt's differential advantage? - Price - Power - Style (Not best option

Power

Keep your target market's desires and PowerShirt's differential advantage in mind as you consider your messaging strategy for your integrated marketing communication plan.

PowerOn! PowerShirt keeps you charged all day long. (Best choice)

You've selected the advertising program to begin need stimulation for the PowerShirt. Once the target market recognizes a need for the PowerShirt, they will need to gather more information about it. Your responsibility is to make sure that this information is readily available to the potential consumer. You now need to decide on a marketing strategy that will put out information when and where consumers will search for it.

PowerfullyFit.com website (One of the best choices) - Social media websites (One of the best choices)

Purchase Decision

After work, Jackie visits her cellular provider to purchase her new phone and update her mobile contract

What effect has the advent of free online returns had on consumer behavior?

Consumers are returning items purchased online at higher rates.

Involvement reflects the amount of importance the consumer feels the product has. Involvement also captures the concept of perceived risk of a negative outcome -- financial, social, or even personal welfare. Is this product expensive? What will my friends think of this product? Could this product hurt me? As the level of perceived risk increases, so does the consumer's level of involvement, resulting in a longer, slower, more methodical decision-making process. Classify the following products as either high involvement or low involvement from the Fitness Fanatic target market's perspective. After you have classified all the products, you can

High Involvement - Automobile - Running shoes Low Involvement - Paper towels - Oatmeal

Now that you have identified your product's differential advantage and your target market, you need to turn your attention to the buyer decision process. The buyer decision process begins with need recognition and ends with post-purchase behavior. Review each of the following situations from the mobile phone industry and then drag it to the correct stage in the buying process. Drag each situation and drop it into the correct category. When all the situations have been categorized, click Submit. Post-purchase Behavior

Jackie is thrilled with her new phone, especially the camera quality, and tells everyone at work that they should upgrade, too

You meet with your boss to discuss your progress: "I am pleased with the progress you have made in your evaluation of the first four steps of the buyer decision process. It is critical that we not only have an understanding of the process from the consumer's perspective, but also use this understanding to guide our marketing strategy and decision making." "Our work does not stop when the consumer purchases the PowerShirt. To reach our goals, we need to make sure we are developing loyal customers who will make purchases in the future. Reducing cognitive dissonance is one strategy for building customer loyalty. Our analysts have recommended three different strategies. Which one do you recommend we implement first?" Select an option from the choices below and click Submit

Quality product/instructions: Manufacture with superior components, provide sales training to retail associates, and provide detailed use instructions for consumers

Using what you have learned in your focus group, you begin your analysis of the buyer decision process. In the first stage of the process, you need to show consumers that their existing state does not equal their desired state. Which advertising strategy would be optimal for the need (problem) recognition stage? Select an option from the choices below and click Submit.

Television ad on a fitness training television channel showing a consumer charging their phone using PowerShirt. (Best choice)

Evaluation of Alternatives

Using information from her coworkers and manufacturer websites, Jackie creates a spreadsheet that ranks each phone on price, reliability, and camera quality

After discussions with your boss, you decide to focus your integrated marketing communications around the PowerOn! message. As consumers approach the decision point, you must address those factors that affect purchase intent and ultimately purchase. Given what you know about the target market, which of the following three factors is most likely to increase purchase intent? Select an option from the choices below and click Submit.

Word of mouth: Provide free sample PowerShirts to key opinion leaders in large running clubs and gyms to generate positive word of mouth

IMG World's products and services are geared toward colleges and students, the students of which may be considered young achievers. This designation can be best described as which influential factor of consumer buying behavior?

age and life stages